The Influence of Digital Marketing, Perceived Ease of Use, and E-Service Quality on Decisionsuse of The BSI Mobile Application on Bank Syariah Indonesia Customers

Abstract

With the shift in industrial growth towards digital, various functions will move according to current developments. Technological innovations that make things easier have also penetrated the world of finance. One of the areas leading to Industry 4.0 is the banking sector. This research aims to see how much influence digital marketing (X1), perceived ease of use (X2), quality of electronic services (X3) has on usage decisions (Y) among KC customers. BSI Ahmad Yani Medan. This study uses a quantitative approach. The population in this study were all customers of Bank Syariah Indonesia KC Ahmad Yani Medan, data obtained from a questionnaire using a Likert scale which was distributed directly and via Google Form. The sample for this research was 105 samples taken using the Hair et al formula and the data collection technique was purposive sampling technique. This researcher's data was analyzed using multiple linear regression analysis with SPSS 23.0 tools. The results of this research show that the digital marketing variable partially influences the usage decision, the perceived ease of use variable partially influences the usage decision, and the service quality variable partially influences the usage decision. Meanwhile, the digital marketing variable, perceived ease of use, and e-service quality simultaneously influences the decision to use the BSI Mobile KC application. BSI Ahmad Yani Medan, with an R Square value of 0.432 or 43.2%.