AMELLYA, FEBRIANI (2025) PENGARUH BRAND AWARENESS, PERLINDUNGAN NASABAH DAN KEPERCAYAAN TERHADAP MINAT PENGGUNAAN BANK JAGO DIKALANGAN GEN Z DI KOTA SEMARANG. Skripsi thesis, UNIVERSITAS BPD.
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2025-AMELLYA FEBRIANI-12211320-SKRIPSI-DAFTAR PUSTAKA.pdf Download (218kB) |
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Abstract
Digital transformation in the banking industry has given birth to digital bank services such as Bank Jago that are increasingly relevant to Generation Z, a tech-savvy user group that has become a key target for digital market penetration. However, the level of adoption of Bank Jago in Semarang City is still not optimal. This study aims to determine the effect of brand awareness, customer protection, and trust on interest in using Bank Jago among Gen Z. This study uses a quantitative approach with purposive sampling technique, which is aimed at Gen Z aged 18-28 years in Semarang City who have not used Bank Jago. The sample size was determined using Lemeshow's formula for unknown population. Data were collected through an online questionnaire and analysed using multiple linear regression with the help of IBM Statistics SPSS software version 26. The results of this study show that brand awareness, customer protection, and trust have a positive and significant effect on interest in using Bank Jago, with trust being the most dominant variable. Keywords: Brand Awareness, Customer Protection, Trust, Interest in Use, Bank Jago.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Transformasi digital dalam industri perbankan telah melahirkan layanan bank digital seperti Bank Jago yang semakin relevan bagi Generasi Z, kelompok pengguna yang melek teknologi dan menjadi target utama dalam penetrasi pasar digital. Meskipun demikian, tingkat adopsi Bank Jago di Kota Semarang masih belum maksimal. Penelitian ini bertujuan untuk mengetahui pengaruh Brand awareness, perlindungan nasabah, dan kepercayaan terhadap minat penggunaan Bank Jago di kalangan Gen Z. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, yang ditujukan kepada Gen Z berusia 18–28 tahun di Kota Semarang yang belum menggunakan Bank Jago. Jumlah sampel ditentukan menggunakan rumus Lemeshow untuk populasi tidak diketahui. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda dengan bantuan software IBM Statistics SPSS versi 26. Hasil dari penelitian ini menunjukkan bahwa brand awareness, perlindungan nasabah, dan kepercayaan berpengaruh positif dan signifikan terhadap minat penggunaan Bank Jago, dengan kepercayaan menjadi variabel yang paling dominan. |
| Uncontrolled Keywords: | Brand Awareness, Perlindungan Nasabah, Kepercayaan, Minat Penggunaan, Bank Jago. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HG Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 23 Oct 2025 02:40 |
| Last Modified: | 23 Oct 2025 02:40 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2986 |
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