Pengaruh Electronic Word of Mouth, Promosi Digital, dan Persepsi Kemudahan Penggunaan terhadap Keputusan Menggunakan “Blu by BCA Digital” di Kalangan Pekerja Kota Surabaya

Pesatnya pertumbuhan bank digital di Indonesia, di mana aplikasi “Blu by BCA Digital” menghadapi persaingan ketat dan fluktuasi rating pengguna. Penelitian ini bertujuan untuk menguji pengaruh electronic word of mouth, promosi digital, dan persepsi kemudahan penggunaan secara parsial maupun simultan terhadap keputusan menggunakan aplikasi “Blu by BCA Digital” di kalangan pekerja Kota Surabaya. Metodologi penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling dengan kriteria pekerja aktif Kota Surabaya dan sedang atau pernah menggunakan aplikasi “Blu by BCA Digital”. Data primer dikumpulkan melalui kuesioner daring dan dianalisis menggunakan regresi linier berganda melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial, variabel electronic word of mouth, promosi digital, dan persepsi kemudahan penggunaan berpengaruh positif dan signifikan terhadap keputusan menggunakan, dengan variabel persepsi kemudahan penggunaan terbukti memiliki pengaruh paling dominan. Temuan menegaskan pentingnya reputasi digital yang positif, promosi interaktif, dan transaksi yang praktis untuk mendorong adopsi layanan perbankan digital di kalangan pekerja urban.

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The rapid growth of digital banking in Indonesia has intensified competition among digital banks, with the “Blu by BCA Digital” application experiencing both intense market competition and fluctuations in user ratings. This study aims to examine the partial and simultaneous influence of electronic word of mouth, digital promotion, and perceived ease of use on the decision to use the “Blu by BCA Digital” application among workers in Surabaya. This study employed a quantitative approach using purposive sampling. The participants consisted of active workers in Surabaya who were current or former users of the “Blu by BCA Digital” application. Primary data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS. The findings indicate that, individually, electronic word of mouth, digital promotion, and perceived ease of use each have a positive and statistically significant influence on the decision to use the application. Among these variables, perceived ease of use was found to have the strongest influence. These findings highlight the importance of a positive digital reputation, interactive promotional activities, and convenient transaction processes in encouraging the adoption of digital banking services among urban workers.