THE EFFECT OF EASE OF USE, SECURITY, SERVICE FEATURES, AND WORD OF MOUTH ON THE DECISION TO USE THE BRIMO APPLICATION (CASE STUDY OF THE COMMUNITY IN COMAL DISTRICT)

Abstract

Usage decisions refer to how individuals, groups, or organizations choose, purchase, and use goods, services, ideas, or experiences that form part of consumer behavior to fulfill their needs and desires. This study aims to examine and analyze the influence of ease of use, security, service features, and word of mouth on usage decisions for the BRI mobile application (a case study of the community in Comal subdistrict). The type of research used in this study is causal research, employing a quantitative analysis approach. The population in this study consists of residents in Comal sub-district who use the BRI Mobile app, whose exact number is not precisely identified. The sampling method used is purposive sampling. This study used 100 respondents as the sample. The type of data used in this study is primary data. Data collection was conducted through the distribution of online questionnaires. The data analysis techniques used were Instrument Testing, Classical Assumption Testing, Model Validity Testing, and Multiple Linear Regression Testing with the assistance of SPSS Version 20. The results of this study can be concluded that Ease of Use has a positive and significant effect on Usage Decision, Security has a negative and significant effect on Usage Decision, Service Features have a negative and insignificant effect on Usage Decision, and Word of Mouth has a negative and significant effect on Usage Decision.