Adam Julianda Priyanto, . (2025) PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE DECISION E-WALLET SHOPEEPAY DENGAN E -TRUST SEBAGAI MEDIASI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the effect of Brand Awareness and Brand Image on Purchase Decision with E-Trust as a mediating variable among ShopeePay users in the Jabodetabek area. This research used a quantitative approach by distributing an online questionnaire to 150 respondents who met the criteria as active ShopeePay users, with purposive sampling applied as the sampling technique. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Brand Awareness has a positive and significant impact on Purchase Decision, indicating that higher brand awareness increases the likelihood of consumers choosing ShopeePay. On the other hand, Brand Image and E-Trust were found to have no significant effect on Purchase Decision, and further mediation testing confirmed that E-Trust does not mediate the influence of Brand Awareness or Brand Image on Purchase Decision due to the weak indirect effect. Overall, purchase decisions are predominantly driven by brand awareness rather than brand image or trust, and this study offers theoretical contribution to consumer behavior research in the e-wallet field as well as practical insights for companies to enhance user preference through better brand awareness strategies and improved user experience.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2210111084] [Pembimbing : Anastasia Bernadin Dwi Mardiatmi] [Penguji 1 : Alfatih Sikki Manggabarani] [Penguji 2 : Pusporini] |
| Uncontrolled Keywords: | Brand Awareness, Brand Image, E-Trust, Purchase Decision, ShopeePay. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ADAM JULIANDA PRIYANTO |
| Date Deposited: | 07 Apr 2026 09:29 |
| Last Modified: | 07 Apr 2026 09:29 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40607 |
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