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26 June 2024 The impact of digital marketing and brand trust on e-wallet adoption (study on ShopeePay Indonesia)
Budi Rustandi Kartawinata, Athaya Altar Wafa, Dian Kurnianingrum, Mahendra Fakhri, Aditya Wardhana, Ridho Joviano
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Proceedings Volume 13188, International Conference on Medical Imaging, Electronic Imaging, Information Technologies, and Sensors (MIEITS 2024); 131880Z (2024) https://doi.org/10.1117/12.3032488
Event: International Conference on Medical Imaging, Electronic Imaging, Information Technologies, and Sensors (MIEITS 2024), 2024, Kuala Lumpur, Malaysia
Abstract
The advancement of digital technology in the modern era of globalization has a positive influence on the Indonesian economy, especially changes in payment methods. With the advancement of digital technology that is increasingly advanced, payment methods using cash, ATM cards, and transfers via ATMs are starting to switch to digital payment systems. Considering also that during the Covid 19 pandemic the government advised the public to reduce physical contact in order to inhibit the spread of Covid 19, this had an impact on changes in people’s behavior in making transactions. ShopeePay is an electronic wallet (E Wallet) that is often used by various groups in Indonesia because it is easy, safe and satisfying. Currently, this E Wallet is present in more than 500 cities and districts in Indonesia and will continue to expand its acceptance so that it can reach more users. The method used in this research is quantitative research methods with descriptive research type. The population used in this research is students who live in South Tangerang and use E Wallet with a sample size of 400 respondents. The analysis techniques that will be used are the classical assumption test and multiple regression analysis. Based on the results of research using descriptive analysis with the help of SPSS for Windows software, it shows that digital marketing, brand trust, have a significant simultaneous and partial influence on the decision to use E Wallet.
(2024) Published by SPIE. Downloading of the abstract is permitted for personal use only.
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Budi Rustandi Kartawinata, Athaya Altar Wafa, Dian Kurnianingrum, Mahendra Fakhri, Aditya Wardhana, and Ridho Joviano "The impact of digital marketing and brand trust on e-wallet adoption (study on ShopeePay Indonesia)", Proc. SPIE 13188, International Conference on Medical Imaging, Electronic Imaging, Information Technologies, and Sensors (MIEITS 2024), 131880Z (26 June 2024); https://doi.org/10.1117/12.3032488
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COVID 19
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