The Influence of Demographics, Financial Literacy, and Social Media on Online Loan Users (Fintech Lending) in Medan City
Keywords:
Demographics, Financial Literacy, Social Media, Online Loans, Fintech LendingAbstract
This study investigates the influence of demographics, financial literacy, and social media on online loan users or fintech lending users in Medan City. The growing use of online loan services indicates that digital financial platforms have become an alternative source of financing for the public due to their accessibility, fast process, and flexibility. This research applies a quantitative approach with a causal associative method. Data were collected through questionnaires distributed to 60 respondents who had used or were currently using online loan services in Medan City, including students, employees/professionals, and freelancers. The data were analyzed using multiple linear regression with SPSS. The findings reveal that, partially, demographic factors and social media have a positive and significant effect on the use of online loans, while financial literacy does not have a significant effect. Simultaneously, demographics, financial literacy, and social media significantly influence the use of online loans. These findings indicate a behavioral gap, in which the use of online loans is more strongly driven by individual characteristics and exposure to digital information than by financial understanding.
References
Adji, Y. B., Muhammad, Abineri, W., Akrabi, Lucky, A. N., & Noerlina. (2023). Perkembangan Inovasi Fintect di Indonesia. JURNAL BECOSS (Business Economic, Communication, and Social Sciences, 5(1). https://doi.org/10.21512/becossjournal.v5i1.8675
Alhakki, M. (2023). Pengaruh Transaksi Non-Tunai Terhadap Tingkat Inflasi, Suku Bunga, dan Uang Beredar di Indonesia. Journal of Educational and Cultural Studies, 2(2), 133–149.
Amelia, R., Arahman, H., Sinaga, R. B., Rivai, A., & Novirsari, E. (2023). The Effectiveness and Efficiency of the Quick Response Indonesian Standard (Qris) Non-Cash Payment System in Influencing Sales at Coffeeshops in Medan City. ProBisnis : Jurnal Manajemen, 14(6), 747–755. https://doi.org/10.62398/probis.v14i6.426
Andhiyani Rahmasari Putri, & Ari Susanti. (2022). Pengaruh E-Commerce, Sosial Media, Dan Kepercayaan Konsumen Terhadap Minat Beli Pada Aplikasi Belanja Shopee. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 13(01), 20–33. https://doi.org/10.21009/jrmsi.013.1.02
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Quantitative approach research method. In e-book. CV Media Sains Indonesia.
Dayan, M. T. (2020). Pengaruh Persepsi Konsumen, Gaya Hidup dan Kepercayaan terhadap Penggunaan Aplikasi Pembayaran Digital. Jurnal Transaksi, 12(1), 40–50.
Djohan, D., Budiman, I., Nasib, Razaq, M. R., & Fathoni, M. (2025). Fintech , Digital Branding , and Customer Engagement to Enhance Gayo Arabica Coffee SMEs ’ Performance. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3349–3360. https://doi.org/10.37641/jimkes.v13i5.3540
Engelina, J. (2024). The Influence of Perceived Quality , Perceived Value of Cost , Brand Identification , and Brand Trust on Brand Loyalty Mediated by Customer Satisfaction in Batam City. 13(2), 698–718.
Fahmi, M., Arif, M., & Purnama. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 17(8). https://doi.org/10.33059/jseb.v11i1.1722
Ghosh, P., & Golder, U. (2026). Exploring the effects of FinTech adoption on traditional banking: A systematic literature review on opportunities and challenges. Digital Business, 6(1). https://doi.org/https://doi.org/10.1016/j.digbus.2026.100163
Giglio, F. (2021). Fintech: A Literature Review. European Research Studies Journal, 2B.
Harianto, A., Febrina, D., Amelia, R., & Fathoni, M. (2025). Exploring the Mediating Role of Fintech Adoption in Reducing Perceived Risks and Promoting SME Sustainability.
Heale, R., & Alison Twycross. (2015). Validity and reliability in quantitative research. Evidence-Based Nursing, 18(3). https://doi.org/10.1136/eb-2015-102129
Heslina, H., & Syahruni, A. (2021). The Influence of Information Technology, Human Resources Competency and Employee Engagement on Performance of Employees. Golden Ratio of Human Resource Management, 1(1), 01–12. https://doi.org/10.52970/grhrm.v1i1.100
Ihdalumam, A., Subagja, G., & Vidiati, C. (2025). Peluang Dan Tantangan Fintech Di Indonesia. PANUNTUN (Jurnal Budaya, Pariwisata, Dan Ekonomi Kreatif), 2(1). https://doi.org/10.61476/5dwyra32
Kautsar, A., & Anjilini, R. Q. (2023). PENGARUH FINANCIAL TECHNOLOGY, LITERASI KEUANGAN DAN GAYA HIDUP TERHADAP PENGELOLAAN KEUANGAN UMKM (Studi Kasus pada UMKM di Wilayah Kecamatan Periuk, Kota Tangerang, Tahun 2022). Jurnal Economina, 2(11), 3154–3167. https://doi.org/10.55681/economina.v2i11.790
Maghfiroh, F. M., & Natalina, S. (2023). … of Collaboration of the Triple Bottom Line Method in Measuring the Implementation of Green Accounting and Corporate Social Responsibility (CSR) in the MSME …. Business, and …, 2(2). https://jurnalfebi.iainkediri.ac.id/index.php/proceedings/article/view/1141%0Ahttps://jurnalfebi.iainkediri.ac.id/index.php/proceedings/article/download/1141/450
Maryaningsi, U., Vidiati, C., Selasi, D., & Pratama, G. (2024). Pengembangan Fintech sebagai Pendorong Utama Investasi dan Pertumbuhan Ekonomi di Indonesia. Research Accounting and Auditing Journal, 1(1).
Mustikasari, A., & Septina, F. (2023). Pengaruh Literasi Keuangan, Impulsive Buying, Dan Pengendalian Diri Terhadap Pengelolaan Keuangan Pribadi Mahasiswa Jurusan Akuntansi Universitas Ciputra. Jae (Jurnal Akuntansi Dan Ekonomi), 8(2), 48–54. https://doi.org/10.29407/jae.v8i2.20179
Nasib, N., Salqaura, S. A., Kosasih, H., Fathoni, M., & Amelia, R. (2026). Tourism experience and behavioral intention: A mediated model of host– guest interaction and enjoyment. International Journal of Advanced and Applied Sciences, 13(1), 91–100. https://doi.org/https://doi.org/10.21833/ijaas.2026.01.010
Ningtyas, M. N. (2019). Literasi Keuangan pada Generasi Milenial. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 13(1), 20–27. https://doi.org/10.32812/jibeka.v13i1.111
Putri, R. E., Goso, G., Hamid, R. S., & Ukkas, I. (2022). Pengaruh Literasi Keuangan, Financial Technology dan Inklusi Keuangan terhadap Kinerja Keuangan Pengusaha Muda. Owner, 6(2), 1664–1676. https://doi.org/10.33395/owner.v6i2.790
Reza, F., & Tinggogoy, F. L. (2022). Konflik Generasi Z Di Bidang Pendidikan Di Era Revolusi Industri 4.0 Tantangan dan Solusinya. PARADIGMA : Jurnal Administrasi Publik, 1(2), 142–155. https://doi.org/10.55100/paradigma.v1i2.51
Riofita, H. (2025). Triggering predictor effect on the intention of millennial and Z generation to recommend Fintech: an evidence from Indonesia. Journal of Asia Business Studies, 20(1). https://doi.org/https://doi.org/10.1108/JABS-03-2025-0173
Sabri, M. F., Trinugroho, I., Magli, A. S., Law, S. H., Wahyono, B., Ridhwa, M. M., & Septianto, F. (2026). Bridging digital capabilities and financial resilience: A comparative study of FinTech, AI literacy, and financial inclusion among households in Malaysia and Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 12(2). https://doi.org/https://doi.org/10.1016/j.joitmc.2026.100759
Satrya, I. D. G., Sudiarta, I. N., Utama, M. S., & Suardana, I. W. (2024). The Impact of Social Media Promotion , Cultural and Natural Motivation , and Destination Attributes on the Image and Attractiveness of Urban Farming Edu-tourism : Evidence from Denpasar , Bali. Journal of Logistics, Informatics and Service Science, 11(8), 303–319. https://doi.org/10.33168/JLISS.2024.0818
Sidiq, Z. F., Z, S., Wahyuzi, Z., & Ifada, Z. (2025). The Role of Artificial Intelligence in Transforming Smart Tourism: Enhancing Customer Experience and Service Personalization. Journal of Sharia Economy and Islamic Tourism, 5(2), 82–98. https://doi.org/10.31764/jseit.v5i2.30705
Taufik, Y., Sari, A. R., Zakhra, A., Ayesha, I., Siregar, A. P., Kusnadi, I. H., Ratnawati, & Tannady, H. (2022). Peran Social Media Marketing dan Brand Awareness Terhadap Purchase Intention Produk Es Teh Indonesia. Jurnal Kewarganegaraan, 6(2), 5234–5240. https://journal.upy.ac.id/index.php/pkn/article/view/3090
van Rooij, M., Lusardi, A., & Alessie, R. (2011). Financial literacy and stock market participation. Journal of Financial Economics, Elsevier, 101(2). repec:eee:jfinec:v:101:y:2011:i:2:p:449-472
Waqar, M., Sohail, A., Bashir, Z., Cai, Z., Ahmad, M., & Mehak, G. (2025). Fintech revolution and sustainability: Unveiling the impact on SMEs through circular economy and green innovation practices. Sustainable Futures, 9. https://doi.org/https://doi.org/10.1016/j.sftr.2025.100714
Yadav, U. S., Vyas, S., Kanchan, Ghosal, I., & Yadav, A. K. (2024). Impact of entrepreneurial leadership, Social media, digital technology, Entrepreneurial orientation and innovation on business performance in the handicraft sector: Talent management as mediating construct. Journal of Innovation and Entrepreneurship, 13. https://doi.org/10.1186/s13731-024-00434-z
Zai, V. A. L., Harefa, I., Bu’ulolo, N. A., & Telaumbanua, A. (2023). Analisis Peran Teknologi Finansial dan Literasi Keuangan. Journal Of Social Science Research, 4(2), 1511–1527.
Zhao, H., Khaliq, N., Li, C., Rehman, F. U., & Popp, J. (2024). Exploring trust determinants influencing the intention to use fintech via SEM approach: Evidence from Pakistan. Heliyon, 10(8), 1–13. https://doi.org/10.1016/j.heliyon.2024.e29716
