PENGARUH KEPERCAYAAN NASABAH, PERSEPSI KEMUDAHAN DAN KEAMANAN TERHADAP KEPUTUSAN BERTRANSAKSI DI AGEN BRILINK ARSYA KOTA PALU

Abstract

This study aims to: (1) examine and analyze the effect of customer trust, perceived ease of use, and security on transaction decisions at the BRILink Arsya Agent in Palu City; (2) examine and analyze the effect of customer trust on transaction decisions; (3) examine and analyze the effect of perceived ease of use on transaction decisions; and (4) examine and analyze the effect of security on transaction decisions at the BRILink Arsya Agent in Palu City. This research employed a quantitative verificative approach. The sample consisted of 40 respondents. Data analysis techniques included instrument testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results indicate that: (1) customer trust, perceived ease of use, and security simultaneously have an effect on transaction decisions at the BRILink Arsya Agent in Palu City; (2) customer trust partially has an effect have a significant on transaction decisions; (3) perceived ease of use partially has an effect on transaction decisions; and (4) security partially has a significant effect on transaction decisions at the BRILink Arsya Agent in Palu City.

Keywords: Trust, Perceived Ease of Use, Security, Transaction Decision.