THE INFLUENCE OF PERCEIVED EASE OF USE AND COMFORT ON THE DECISION TO USE DIGITAL FINANCIAL TRANSACTIONS AT BRILINK AGENTS IN RAMBANG MUARA ENIM REGENCY, SOUTH SUMATRA

Abstract

This study aims to analyze the influence of perceived ease of use and comfort on the decision to use digital financial transactions at BRILink agents in Rambang, Muara Enim Regency, South Sumatra. This research employs a quantitative approach with a survey method involving 127 respondents who are users of BRILink services. Data were collected through a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple linear regression to test the influence of independent variables (perceived ease of use and perceived comfort) on the dependent variable (usage decision).

The results indicate that both perceived ease of use and perceived comfort have a positive and significant impact on the decision to use digital financial transactions. These findings suggest that enhancing perceptions of ease of use and comfort can encourage more people to use digital financial transaction services through BRILink agents. This study provides practical implications for the development of marketing strategies and the improvement of service quality by BRILink, particularly in enhancing users' perceptions of ease of use and comfort.