Wijaya, Julianto and Rahmawati, Lilla (2026) PENGARUH-PENGARUH INFLUENCER MARKETING, BRAND AWARENESS DAN BRAND TRUST TERHADAP MINAT PENGGUNAAN LAYANAN GOPAY SEBAGAI DOMPET DIGITAL. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.
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Abstract
This study aimed to test the effect of Influencer Marketing,Brand Awareness,and Brand Trust on the intention to use Go-Pay as a digital wallet service.The research used a quantitative exploratory method with a survey approach.Data was collected through online questionnaires distributed to 140 active Go-Pay users in Indonesia,particularly among Generation Z and millennial users in urban areas. Data analysis was conducted using Structural Equation Modeling (SEM)with the assistance of Smart-PLS 4.0 software.The results indicated that Influencer Marketing and Brand Awareness had a positive and significant influence on both Brand Trust and the intention to use Go-Pay directly.Moreover,Brand Trust was found to mediate the relationship between Influencer Marketing and Brand Awareness toward the intention to use Go-Pay.These findings suggest that marketing strategies combining collaborations with credible influencers and strengthening brand awareness can effectively build consumer trust and encourage the adoption of Go-Pay s digital wallet services.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Bisnis Digital |
| Depositing User: | Mr. Julianto Wijaya |
| Date Deposited: | 09 Feb 2026 03:22 |
| Last Modified: | 09 Feb 2026 03:22 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/23551 |
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