Pengaruh Service Quality dan Perceived Value terhadap Brand Trust yang Dimediasi Brand Image pada Mahasiswa USK Pengguna E-Wallet ShopeePay di Banda Aceh

Zalfa Annnafisah Daulay, Abdul Rahman Lubis

Abstract


In the current era of the digital industry, technology is advancing rapidly and becoming increasingly sophisticated, influencing activities in various aspects of people's lives, especially in financial services. This also impacts the transition of offline businesses to online, known as e-commerce. The rapid development has led to the emergence of financial services or e-wallets. One of the e-commerce platforms widely favored by students at the University of Syiah Kuala (USK) is Shopee. Shopee has introduced a digital payment method or e-wallet called ShopeePay. The research problem formulation is how service quality, perceived value, and brand image affect brand trust among USK students using the ShopeePay e-wallet in Banda Aceh. The research objective is to examine the influence of service quality, perceived value, and brand image on brand trust among USK students using the ShopeePay e-wallet in Banda Aceh. The research findings indicate that service quality, perceived value, and brand image have an impact on brand trust, and brand image partially mediates the influence of service quality on brand trust. For future researchers, it is recommended to conduct more in-depth research on service quality, perceived value, brand image, and brand trust.

 


Keywords


Service Quality; Perceived Value; Brand Image; Brand Trust

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DOI: https://doi.org/10.24815/jimen.v9i1.28776

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.