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All Journal Jurnal Ilmiah Wahana Pendidikan
Shafa Fathiya
Universitas Trisakti
Religion Education Social Sciences Other

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Anteseden dan Konsekuensi dari Brand Attachment pada Mobile Banking Shafa Fathiya
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 18 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.8328820

Abstract

The purpose of this study is to obtain related empirical evidence to analyze the positive influence of usability, security/privacy, interactivity on brand attachment, the positive influence of usability, security/privacy, interactivity on word of mouth, and the positive influence of brand attachment on word of mouth . The sampling technique in this study used purposive sampling with the criteria for respondents being individuals who are individual consumers as m-banking users. In this study using primary data obtained through a questionnaire created using Google Form and distributed to 207 respondents. The results of this study indicate that there is a positive influence of usability, security/privacy, interactivity on brand attachment, a positive influence of usability, security/privacy, interactivity on word of mouth, and a positive influence of brand attachment on word of mouth.
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