The Influence of Influencer Marketing, Brand Awareness and Brand Trust On Interest In Using Gopay Services As A Digital Wallet

Abstract

The intense competition in Indonesia's digital wallet market requires a profound understanding of the factors driving consumer adoption. This study investigates the influence of Influencer Marketing, Brand Awareness, and Brand Trust on the interest in using GoPay. A quantitative approach was employed, utilizing an online survey of 140 active GoPay users in urban Indonesia. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results demonstrate that both Influencer Marketing and Brand Awareness significantly positively affect Interest in Use. Furthermore, Brand Trust functions as a significant mediator, indicating that the positive effects of Influencer Marketing and Brand Awareness are also channeled indirectly by first building consumer trust. The study concludes that for fintech companies, a marketing strategy that synergistically leverages credible influencers to enhance brand awareness and trust is paramount for stimulating user interest and adopting digital wallet services.