PENGARUH EKSPOSUR IKLAN DIGITAL, SUBJECTIVE NORMS, DAN PER CEIVED BEHAVIORAL CONTROL TERHADAP INTENSITAS PENGGUNAAN PINJAMAN ONLINE PADA GEN Z DI JAWA BARAT

Abstract

West Java is the largest centre of online lending activity in Indonesia, and Generation Z is among the groups most exposed to online loan promotions on digital media. This study examines the influence of digital advertising exposure, subjective norms, and perceived behav ioral control on the intensity of online loan usage among Generation Z in West Java, using the Technology Acceptance Model and the Theory of Planned Behavior as its theoretical frame work. The study applied an explanatory quantitative approach with a survey of 100 Generation Z respondents who hold a West Java identity card, reside in West Java, and have used online loan services at least once, selected through snowball sampling. Data were analyzed using multiple linear regression. The results show that digital advertising exposure (β = 0.371; t = 4.398), subjective norms (β = 0.276; t = 3.814), and perceived behavioral control (β = 0.317; t = 3.918) each have a positive and significant effect on the intensity of online loan usage (p < 0.001). Simultaneously, the three variables have a significant effect (F = 78.680; p < 0.001) and explain 71.1% of the variance in usage intensity. These findings indicate that the financial behavior of Generation Z is shaped by the combination of persuasive advertising, social en couragement from peers, and the perceived ease of accessing online loans.