Effect of brand trust and commitment of a mobile wallet in Indonesia

H.D PUTRA, E.S ASTUTI, A. KUSUMAWATI, Y. ABDILLAH

Resumen


ABSTRACT

 

The objective of this document is to analyze a trust brand model within the use of mobile wallets in Indonesia in 2020. 460 people were surveyed using the machine's formula. The result of this search shows that; Brand confidence has a positive effect on brand engagement, with a significant path coefficient of 0.338, with P values of 0.002 <a significance level of 0.05. The study finding gives a new marketing idea, in understanding the reasons for the importance of the brand trust factor among the use of mobile wallet in Indonesia.


Palabras clave


Brand commitment, brand trust, marketing, mobile wallets.

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Referencias


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Utopía y Praxis Latinoamericana. Revista Internacional de Filosofía Iberoamericana y Teoría Social / Centro de Estudios Sociológicos y Antropológicos (CESA) / Facultad de Ciencias Económicas y Sociales / Universidad del Zulia-Venezuela

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 ISSN: 1316-5216 / e-ISSN: 2477-9555

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Licencia de Creative Commons
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.