Pengaruh Promosi Digital Melalui Media Sosial dan Kepercayaan Masyarakat Terhadap Minat Penggunaan Produk Pembiayaan Pada Bumdes
DOI:
https://doi.org/10.65255/jibma.v4i3.420Keywords:
digital promotion strategy, social media, public trust, interest in use, BUMDesAbstract
This study aims to determine and analyze the influence of digital promotion strategy through social media and public trust on the interest in using goods financing products at a Village-Owned Enterprise (BUMDes) in Timbuseng, Gowa Regency. A quantitative associative approach was applied, with a sample of 133 respondents selected through purposive sampling. Data were collected using an online Likert-scale questionnaire and analyzed with multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results show that digital promotion strategy and public trust simultaneously exert a positive and significant effect on the interest in using the financing product, evidenced by an Fcount of 2625.330 (p < 0.001). Partially, digital promotion strategy (tcount = 12.209; p < 0.001) and public trust (tcount = 6.036; p < 0.001) each have a positive and significant effect, with digital promotion strategy being the more dominant predictor. The two variables jointly explain 97.6% of the variance in interest in use (R2 = 0.976). These findings suggest that BUMDes management should improve social media content quality and maintain transparency to sustain public trust, thereby increasing community interest in using village-based financing products.
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