Pengaruh Iklan Keuangan dan Ketertarikan Visual di Platform Media Sosial terhadap Minat Generasi Z pada Layanan Keuangan Digital di Desa Dolok Malela Kabupaten Simalungun
DOI:
https://doi.org/10.54065/jss.6.4.2026.1377Keywords:
Digital Financial Services, Financial Advertising, Generation Z Interest, Social Media, Visual AppealAbstract
The rapid growth of digital financial services and the increasing use of social media among Generation Z have changed the way young consumers access, evaluate, and respond to financial information. In this context, financial advertising and visual appeal on social media may play an important role in shaping interest in digital financial services. This study aims to examine the influence of financial advertising and visual appeal on Generation Z’s interest in using digital financial services in Dolok Malela Village, Simalungun Regency. A quantitative approach with a survey method was employed. The study involved 55 Generation Z respondents aged 14–29 years who were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with SPSS version 26. The results show that financial advertising has a positive and significant effect on Generation Z’s interest, with a t-value of 6.458 and p < 0.001. Visual appeal also has a positive and significant effect, with a t-value of 5.886 and p < 0.001. Simultaneously, both variables significantly affect Generation Z’s interest, with an F-value of 118.562 and p < 0.001. The R² value of 0.813 indicates that 81.3% of the variation in interest can be explained by financial advertising and visual appeal. The study concludes that both factors play an important role in shaping Generation Z’s interest in digital financial services. The findings imply that digital financial service providers should integrate informative advertising with clear, relevant, and visually engaging content to improve the effectiveness of social media promotion, particularly among young users in rural areas.
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