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

  • H.D PUTRA
  • E.S ASTUTI
  • A. KUSUMAWATI
  • Y. ABDILLAH
Palabras clave: Brand commitment, brand trust, marketing, mobile wallets.

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.

Citas

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Publicado
2020-05-17
Cómo citar
PUTRA, H., ASTUTI, E., KUSUMAWATI, A., & ABDILLAH, Y. (2020). Effect of brand trust and commitment of a mobile wallet in Indonesia. Utopía Y Praxis Latinoamericana, 25(1), 397-405. Recuperado a partir de https://www.produccioncientificaluz.org/index.php/utopia/article/view/32138