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The Effect of The Dark Side of Digital Marketing on The Intention to Use Online Loan Facilities

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Johni Eka Putra

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

  • Aisah Aisah

    (Universitas Pendidikan Indonesia)

Abstract

The phenomenon of digital marketing has negative impacts on various sectors of life, one of which is the economic sector in the form of online loans. This negative impact phenomenon is often called the dark side of digital marketing. This study aims to examine the influence of the dark side of digital marketing on individual intentions to use online loan facilities in Indonesia. The method used is quantitative, utilizing primary data obtained from the questionnaire distribution process. The variables of this study consist of independent variables (the dark side of digital marketing) and dependent variables (intention to use online loan facilities in the online loan industry). The population of this study is all followers of online loan social media accounts in Indonesia, with 100 respondents as samples, who were selected using purposive sampling techniques on the followers of the social media accounts of the five largest online loans in Indonesia. The data analysis technique used is simple linear regression. The results showed an influence between the dark side of digital marketing variables on the intention to use online loan services. Digital marketing variables can explain the phenomenon of intention to use online loan services. The influence given is positive. This indicates that the higher the ethics upheld by marketers in marketing online loan services, the higher the public’s intention to take advantage of these services.

Suggested Citation

  • Johni Eka Putra & Ratih Hurriyati & Heny Hendrayati & Aisah Aisah, 2025. "The Effect of The Dark Side of Digital Marketing on The Intention to Use Online Loan Facilities," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 272-281, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_34
    DOI: 10.2991/978-94-6463-817-2_34
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