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Ratih Mukti Azhar
Faculty Of Economic And Business, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia
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Journal : IIJSE

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The Influence of Brand Image and Variety Seeking on Dana E-Wallet Brand Moving Through Consumer Satisfaction as an Intervening Variable in FEB UPN "Veteran" Jawa Timur Students Huzaema, Maharani; Dermawan, Rizky; Azhar, Ratih Mukti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5482

Abstract

This study aims to analyze the impact of Brand image, variety-seeking behavior, and consumer satisfaction on the brand switching of the DANA e-wallet among students of the Faculty of Economics and Business at UPN "Veteran" East Java. This research employs a quantitative approach, involving 98 respondents. The sample was selected using a purposive sampling technique, with the criteria being students of FEB UPN "Veteran" East Java who had used DANA and afterward switched to another e-wallet. The analytical technique utilized in this study is Partial Least Squares (PLS), conducted through SmartPLS version 3.0 software, encompassing validity tests, reliability tests, and hypothesis testing. The findings indicate that brand image does not significantly affect brand switching, whereas variety-seeking behavior has a significant and positive impact. Furthermore, consumer satisfaction is demonstrated to mediate the relationship between Brand image and variety-seeking behavior in influencing brand switching.
Co-Authors , Gerry Hutomo Orlando Achmad Danis Harjuna Putra Adellah, Faiziah Marizcha Adinda Rahmawati Syarifudin Aini, Risma Qurrotu Al-Kafi, Ahmad Luqmanul Hakim Al-Kafi Andy Atalla Ariputra Aprilliifalya, Gebby Ariputra, Andy Atalla Aulia A., Shabrina Ayundha Evanthi Ayundha Evanthi Ayundha Evanthi Ayundha Evanthi Azizah, Ni Matul Christianto Wibowo, Jonathan Clarissa Aurora Putri, Brilivena Dahlan, Rayshan Edrick Fontano Daisy Marthina Rosyanti Delvana, Angeline Dermawan , Rizky Dewa Danubrata, Muhammad Dinda Eka Rahmawati Evanthi , Ayundha Evanthi, Ayundha Gerry Hutama Hardi, Ilham Hendry Hermawan Huzaema, Maharani Ilham Hardi Ilham Hardi Ilham Hardi Ilham Hardi Kamila, Ikfina Rosyada Kinasih, Putri Ajeng Lintang Mutiara Ratri M. Yafie Alfiandy Maulita Ayubi Rachma Muhammad Faiz Subhanulfikri Nabil Abiyu Rohman Nabila Novita Sari Hamidaya Nur Fadia Ulfa Ono Suparno Pudjoprastyono, Hery Putri, Amadea Syahbani Rachela Rachman, Nayla Aizha Ratri, Lintang Mutiara Revalya Rachminda Rizky Dermawan Rizky Dermawan Rosyanti, Daisy Marthina Sekar Wangi, Faisa Dinda Setiadi Djohar Shabrina Aulia A. Shabrina Aulia Az Zahra Shavira, Nadya Sianturi, Angie Arni Giovani Syarifudin, Adinda Rahmawati