PENGARUH DIGITAL MARKETING, BRAND TRUST DAN BRAND IMAGE TERHADAP KEPUTUSAN MEMAKAI DOMPET DIGITAL DANA

Muhammad Asrial Huda Al Ansori Sunarto Faizal Reza3

Abstract


This study aims to determine and analyze the Influence of Digital Marketing, Brand Trust and Brand Image on the Decision to Use DANA Digital Wallet. The theoretical basis used in this study includes Digital Marketing, Brand Trust and Brand Image on Usage Decisions.

This research was conducted on DANA digital wallet users in Samarinda City, the sample taken in this study was 100 respondents with a non-probability sampling method. Data collection is done by distributing questionnaires from google form using Likert scale to measure each indicator. The data obtained were analyzed using multiple linear regression analysis tools.

The results of this study show that, First, Digital Marketing has a positive and significant effect on the decision to use the DANA digital wallet. Second, Brand Trust has a positive and significant influence on the decision to use the DANA digital wallet. Third, Brand Image has a positive and significant influence on the decision to use the DANA digital wallet. Fourth, Digital Marketing, Brand Trust and Brand Image have a significant influence together on the decision to use the DANA digital wallet. So that in the study, it can be concluded that the decision to use is strongly influenced by marketing factors and things attached to the product such as trust and product image

Keywords


Digital Marketing, Brand Trust, Brand Image and Usage Decisions

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References


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DOI: https://doi.org/10.31293/jma.v13i4.7600

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