PENGARUH FITUR LAYANAN DAN KEPERCAYAAN TERHADAP MINAT BERTRANSAKSI DI BRILINK KALITIDU BOJONEGORO

Abstract

Digital financial services such as BRILink exist to reach rural communities, but research on the influence of service features and trust on transaction interest in Kalitidu District, Bojonegoro Regency, is still limited. This study aims to analyze the partial influence of service features, partial influence of trust, and the simultaneous influence of both on transaction interest among BRILink customers. The study used a quantitative approach with an explanatory method. A sample of 96 respondents was determined using the Lameshow formula. Data collection used a Likert-scale questionnaire, while data analysis included classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination. The results showed that partially, service features had a positive but insignificant effect on transaction interest, while trust had a positive and significant effect. Simultaneously, both variables together had a significant effect on transaction interest with a contribution of 63.8%. This proves that trust is a major factor in driving transaction interest among rural communities using BRILink services.