Pengaruh Persepsi Kegunaan, Persepsi Kemudahan, dan Persepsi Resiko terhadap Minat Masyarakat Pengguna BRILink di Kabupaten Pulau Morotai

The purpose of this study was to analyze the perception of usefulness, convenience and risk on the interest of BRILink users in Morotai Island Regency. It is hoped that this study can provide insight and in-depth input for BRILink agents to improve consumer perceptions of the quality of service to BRILink users. The population in this study was the community on Morotai Island. They use BRILink as an alternative transaction with a sampling technique using incidental sampling technique. Sampling was carried out on 50 respondents of BRILlink users in South Morotai Regency. The research instrument was developed using a Likert scale and tested through validity and reliability tests. Data analysis was carried out using multiple linear regression in the SPSS 25 program preceded by testing the classical assumptions in the form of normality, heteroscedasticity, multicollinearity and hypothesis testing using the F test and t test. The results of the analysis show that partially the utility and risk variables have a significant effect on the dependent variable. However, in terms of perception, the convenience variable does not show a significant partial effect on the dependent variable. At the same time, perceived benefits, perceived convenience and risk have a significant partial effect on the dependent variable.