This study aims to find out how the perception of convenience, trust and risk affects the interest in using financial technology (fintech) in the millennial generation in the Pasir Putih village (a case study on DANA application users). This study uses a quantitative approach, where the variables are measured using the Likert scale method. Data collection in this study was conducted by interview and questionnaire. Sampling was done by purposive sampling method. In this study, the sample used was 98 respondents. Data processing is carried out using the SPSS version 22 application. The results of this study indicate that: (1) partially the perceived convenience variable and trust variable have a positive and significant effect on interest in using fintech in fund applications in Pasir Putih Village. (2) partially the risk variable has a negative and significant effect on the interest in using fintech in the application of funds in the Pasir Putih Village. (3) Simultaneously there is a positive and significant influence between the perceived convenience, trust and risk variables affecting interest in using fintech on fund applications in Pasir Putih Village. Keywords: Financial Technology, Perception of Ease, Trust, Risk and Interest in Using, DANA Application

Mobile Banking in life in the Digital 5.0 Era is now very commonly used, including by the Millennial Generation. Perceived ease of use and perceived security levels determine the decision-making using mobile banking in the millennial generation. This study aims to compare the decision to use e-banking and whether there is a difference between the perceived ease of use and perceived security level in the millennial generation. Sampling was done by purposive sampling method. Respondents are consumers of the millennial generation. Data analysis was performed using an independent t-test. The study results show a significant difference of 46.62% between perceived ease of use and perceived security level in deciding to use e-banking in the millennial generation. Keywords: Perceived Ease of Use; Perceived Security Level; Usage Decision, Experience

The purpose of this study was to determine and analyze the influence of Celebrity Endorser and Brand Image on the Purchasing Decision Adidas Sportswear at Students of the Faculty of Economics and Business, University of Sumatera Utara and also to find out and analyze the most dominant factors affecting purchasing decision. This research was conducted at the Students of the Faculty of Economics and Business, University of Sumatera Utara. The population in this study were students of the Faculty of Economics and Business, University of Sumatera Utara. The sampling technique in this study was accidental sampling. The sample in this study is 81 students. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through the study of documentation and a list of questions whose measurements use a Likert scale. Data is processed statistically using the SPSS, namely the t test model, f test and determinant coefficient (R2). The results of this study indicate that simultaneously Celebrity Endorser and Brand Image have a significant effect on Purchasing Decisions. Partially, the Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisions. Celebrity endorsers have the most dominant influence in influencing purchasing decisions.

This study aims to analyze the factors that influencing Gen Z’s e-loyalty in shopping on e-commerce. The population in this study are residents of Medan city who belong to Gen Z who have shopped at least twice on the e-commerce platform. The sample in this study were 96 respondents, and used incidental sampling techniques. The data was analyzed using multiple linear regression with hypothesis proving through t-test and F-test. The results show that e-WOM has a positive and significant influence on e-loyalty, e-servqual has a positive and significant influence on e-loyalty, and e-satisfaction has a positive and significant influence on e-loyalty. And simultaneously e-WOM, e-servqual, and e-satisfaction have a positive and significant influence on e-loyalty.