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

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

Authors
Johni Eka Putra1, *, Ratih Hurriyati1, Heny Hendrayati1, Aisah Aisah1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: johniekaputra@upi.edu
Corresponding Author
Johni Eka Putra
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_34How to use a DOI?
Keywords
Ethics; Intention to Borrow; Loan Online; The Dark Side of Digital Marketing
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_34How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Johni Eka Putra
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
AU  - Aisah Aisah
PY  - 2025
DA  - 2025/09/12
TI  - The Effect of The Dark Side of Digital Marketing on The Intention to Use Online Loan Facilities
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 272
EP  - 281
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_34
DO  - 10.2991/978-94-6463-817-2_34
ID  - Putra2025
ER  -