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All Journal JURNAL LENTERA BISNIS Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi)
Afriza Amir
PUI Center for Fintech Innovation and Sustainable Economics, Universitas Prima Indonesia
Economics, Econometrics & Finance Library & Information Science Social Sciences

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The Influence of Demographics, Financial Literacy, and Social Media on Online Loan Users (Fintech Lending) in Medan City Duhusokhi Laia; Afriza Amir; Nur Ahmadi Bi Rahmani
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 4 No. 03 (2026): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), 2026
Publisher : SEAN Institute

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Abstract

This study investigates the influence of demographics, financial literacy, and social media on online loan users or fintech lending users in Medan City. The growing use of online loan services indicates that digital financial platforms have become an alternative source of financing for the public due to their accessibility, fast process, and flexibility. This research applies a quantitative approach with a causal associative method. Data were collected through questionnaires distributed to 60 respondents who had used or were currently using online loan services in Medan City, including students, employees/professionals, and freelancers. The data were analyzed using multiple linear regression with SPSS. The findings reveal that, partially, demographic factors and social media have a positive and significant effect on the use of online loans, while financial literacy does not have a significant effect. Simultaneously, demographics, financial literacy, and social media significantly influence the use of online loans. These findings indicate a behavioral gap, in which the use of online loans is more strongly driven by individual characteristics and exposure to digital information than by financial understanding.
PENGARUH TEKNOLOGI FINANSIAL, LAYANAN PERBANKAN, DAN KEMUDAHAN PENGGUNAAN TERHADAP MINAT PENGGUNAAN BANK DIGITAL DI KOTA MEDAN Carolin Carolin; Afriza Amir; Nur Ahmadi Bi Rahmani
JURNAL LENTERA BISNIS Vol. 15 No. 3 (2026): JURNAL LENTERA BISNIS, SEPTEMBER 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i3.2467

Abstract

The rapid penetration of financial technology in Indonesia has transformed the conventional banking landscape into a more inclusive digital ecosystem, particularly in major cities such as Medan. This phenomenon requires banking institutions not only to offer innovative features but also to ensure service efficiency and ease of access in order to build customer trust. However, the adoption of digital banking continues to face challenges due to users' perceptions of system complexity and concerns regarding transaction security. Therefore, this study aims to evaluate the extent to which the synergy between financial technology, banking service quality, and ease of use influences the intention of the people of Medan City to fully adopt digital banking platforms.
Co-Authors Carolin Carolin Duhusokhi Laia Nur Ahmadi Bi Rahmani Nur Ahmadi Bi Rahmani