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Journal : Dinasti International Journal of Digital Business Management

IMPACT OF HEDONIC LIFESTYLE THROUGH BRAND IMAGE ON INTEREST OF GOPAY USERS IN GENERATION Z IN BEKASI CITY Meistoh, Siti; Hadita, Hadita
Dinasti International Journal of Digital Business Management Vol. 3 No. 5 (2022): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v3i5.1340

Abstract

The purpose of this study was to determine the impact of the hedonic lifestyle through brand image on the interest of Gopay users in Generation Z. The method used in this study was the quantitative method, which in this study used the Accidental Sampling technique in determining the sampling method. The basis of the study used 150 respondents to be used as samples in the study, where in this study used primary data obtained by distributing questionnaires to Gopay User Interests in Generation Z. The results of this study indicate that 1). Hedonic Lifestyle has no significant effect on User Interests, 2). Hedonic Lifestyle has a significant effect on the intervening variable Brand Image, 3). Brand Image has a significant effect on the User Interest variable 4). Hedonic Lifestyle significantly succeeded in mediating Brand Image on User Interest.
Co-Authors A.A. Ketut Agung Cahyawan W Achmad Fauzi Agustin, Dinda Yesika Ajie, Annisa Karenina Amalia, Rizky Yusrina Amanda Dwi Putri Amanda, Putri Amelia, Mita Anggraini, Melani Putri Aprelyani, Siska Arisana, Vina Astriyani, Rini Aulia, Adinda Dwi Nurul Azahra, Fauzia Bayu Sayeti, Arya Bungaran Saing, Bungaran Dewi Puspaningtyas Dian Kusuma Wardhani Didin Sjarifudin, Didin Diniyah, Ilma Dovina, Dovina Efendi Silalahi, Edward Elvi Kustiyah, Elvi Elzan Musyafa, Muhammad Fajri Fajri Farhanah Putri, Chayani Ferdinan Irawan, Donni Fitriyani, Fika Halimah Tusadiah, Iis Hapzi Ali Hasanuddin Hasanuddin Hernikasari, Innes Hikayatunni’mah, Putri Aprilia Indah Cahyani, Yuyun Ismayani, Vivi Joned, Jiwa Banyu Semesta Jumawan, Jumawan Khalida , Rakhmi Komariah, Neng Siti Maharani Putri, Ajeng Makruf, Muhammad Nafis Malik, Astrid Fitria Martinio, Joseph Marundha, Amor Meidiarti, Laras Meistoh, Siti Musyafa, Arif Nafia, Nafia Nanda, Adli Navanti, Dovina Ni Nyoman Sawitri Ningrum, Dilla Agista Novita Wahyu Setyawati Nuriah, Selliatun Nursal, M. Fadhli Octavian, Wahyu Dicky Pauzi, Muhamad Riski Putra, Rafli Syach Putri, Imelda Ade Putri, Nanda Meilina Putri, Shinta Amelia R.D Budianto, Irawan Rachmat Pramukty Renaldy, Aldy Restu, Alfian Mada Rizky Maulana, Rizky Rony, Zahara Tussoleha Salfaniz, Sahira Salsabilla, Luthfia Saputra, Farhan Saputra, Guntur Ade Setiawan, Salsabila Putri Shabrina, An Nisaa Sholikhah, Alfia Febriatu Sidiq, Adam Maulana Silviah, Reni Siti Komariah, Neng Supina, Supina Syaridwan, Alif Syifa Fauziah Tiara Putri Khaerani, Ananda Vansuri, Rayhan Wahyu Setyawati, Novita Wangsa, Alvito Dwi Widi Winarso, Widi Widjanarko, Wirawan Widyaningrum, Avrilia Ayunia Wijaya, Willy Jovadi Wijayanti, Murthi Wijayanti, Murti Wirawan Widjanarko Woelandari Pantjolo Giningroem, Dewi Sri Wulan, Wulan Yayan Hendayana Yulianah Yulianah Yunita, Tyna