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All Journal Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Hendra
Universitas Indonesia Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi Digital Melalui Media Sosial dan Kepercayaan Masyarakat Terhadap Minat Penggunaan Produk Pembiayaan Pada Bumdes Hendra; Ambo Paerah; Abdul Hafid
Jurnal Inovasi Bisnis Manajemen dan Akuntansi Vol. 4 No. 3 (2026): JIBMA : Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jibma.v4i3.420

Abstract

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.
Co-Authors Abdul Hafid Ambo Paerah