PENGARUH PERCEIVED EASE OF USE, E-SERVICE QUALITY, DAN BRAND TRUST TERHADAP KEPUTUSAN INVESTOR MEMILIH STOCKBIT SEKURITAS (Studi Pada Generasi Z Di Kota Bandar Lampung)

RIKI, ERLANGGA (2026) PENGARUH PERCEIVED EASE OF USE, E-SERVICE QUALITY, DAN BRAND TRUST TERHADAP KEPUTUSAN INVESTOR MEMILIH STOCKBIT SEKURITAS (Studi Pada Generasi Z Di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Jenis penelitian ini adalah kuantitatif asosiatif dengan populasi Generasi Z di Kota Bandar Lampung. Pengambilan sampel dilakukan menggunakan metode non-probability sampling dengan teknik purposive sampling, yang menghasilkan 100 responden berdasarkan rumus Slovin. Data dikumpulkan melalui kuesioner berbasis Google Form dan dianalisis menggunakan program SPSS melalui uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, serta analisis koefisien determinasi Hasil penelitian menunjukkan bahwa secara parsial perceived ease of use tidak berpengaruh signifikan terhadap keputusan investor, sedangkan e-service quality dan brand trust berpengaruh positif dan signifikan terhadap keputusan investor dalam memilih Stockbit Sekuritas. Secara simultan, ketiga variabel independen tersebut berpengaruh signifikan terhadap keputusan investor. dengan nilai R² sebesar 63%, yang berarti 63% variasi pembiayaan dapat dijelaskan oleh model, sedangkan 37% dipengaruhi oleh faktor lain. Kata Kunci: Perceived Ease of Use, E-Service Quality, Brand Trust, Keputusan Investor, Stockbit Sekuritas Penelitian ini di latar belakangi oleh Perkembangan teknologi keuangan (financial technology) telah mentransformasi sektor pasar modal di Indonesia, yang kini didominasi oleh investor muda dari kalangan Generasi Z. Stockbit Sekuritas hadir sebagai platform investasi saham terkemuka dengan fitur komunitas Stockbit Stream, namun masih menghadapi tantangan berupa tingkat unduhan yang relatif rendah dibandingkan kompetitor utamanya. Oleh karena itu penelitian ini bertujuan untuk menganalisis apakah terdapat pengaruh baik secara parsial maupun simultan dari variabel perceived ease of use, e-service quality, dan brand trust terhadap keputusan investor Generasi Z di Kota Bandar Lampung dalam memilih Stockbit Sekuritas. ABSTRACT This research is in the background of the development of financial technology that has transformed the capital market sector in Indonesia, which is now dominated by young investors from Generation Z. Stockbit Sekuritas is present as a leading stock investment platform with the Stockbit Stream community feature, but still faces challenges in the form of a relatively low download rate compared to its main competitors. The formulation of this research problem is to analyze whether there is a partial or simultaneous influence of the variables of perceived ease of use, e-service quality, and brand trust on the decision of Generation Z investors in the city of Bandar Lampung in choosing Stockbit Sekuritas. This type of research is quantitative associative with the Generation Z population in Bandar Lampung City. Sampling was carried out using a non-probability sampling method with a purposive sampling technique, which produced 100 respondents based on the Slovin formula. Data was collected through a Google Form-based questionnaire and analyzed using the SPSS program through instrument tests, classical assumption tests, multiple linear regression analysis, t-tests, F tests, and determination coefficient analysis The results of the study show that partially perceived ease of use does not have a significant effect on investor decisions, while eservice quality and brand trust have a positive and significant effect on investors' decisions in choosing Stockbit Sekuritas. Simultaneously, these three independent variables have a significant influence on investor decisions. with an R² value of 63%, which means that 63% of the variation in financing can be explained by the model, while 37% is influenced by other factors. Keywords: Perceived Ease of Use, E-Service Quality, Brand Trust, Investor Decision, Stockbit Sekuritas.

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