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All Journal Pedagogic Research - Applied Literacy Journal
Melva Hermayanty Saragih
Unknown Affiliation
Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

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INFLUENCE OF PERCEIVED USEFULNESS, TRUST, PERCEIVED EASE OF USE AND SOCIAL INFLUENCE ON E-WALLET ADOPTION IN GENERATION Z Melva Hermayanty Saragih; Marco Christian Mulyadi
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/stfrsq53

Abstract

The purpose of this study was to analyze the factors that influence e-wallet adoption, including perceived usefulness, trust, perceived ease of use, and social influence. The research method is a quantitative method with data collection through a 1–5-point Likert scale questionnaire. The population of the study was Gen Z living in South Tangerang. The sampling technique was carried out using nonprobability sampling with a purposive sampling type. Respondent data in the study were obtained from 130 people and analyzed using multiple linear regression through the SPSS application. The results showed that perceived usefulness, trust, perceived ease of use, and social influence had a significant influence on e-wallet adoption. Social influence is the factor with the greatest influence on e-wallet adoption.
THE EFFECT OF BRAND EXPERIENCE AND BRAND IMAGE ON THE WILLINGNESS TO PAY A PRICE PREMIUM MEDIATED BY BRAND LOVE ON CUSTOMERS OF A COFFEE SHOP Erwin; Melva Hermayanty Saragih
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 3 (2025): Volume 2 Number 3 May - July 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/jx3k8v90

Abstract

This study aims to examine the influence of brand experience and brand image on willingness to pay a price premium, with brand love as a mediating variable among customers of a coffee shop in Medan. A quantitative approach was employed, with data collected through questionnaires distributed to 131 customers. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results show that brand image has a positive and significant effect on willingness to pay a price premium, while brand experience does not. Both brand experience and brand image have positive and significant effects on brand love. Furthermore, brand love significantly influences willingness to pay a price premium. However, brand love does not mediate the relationship between brand experience and willingness to pay a price premium, nor between brand image and willingness to pay a price premium. These findings offer valuable implications for coffee shop marketing strategies in building strong and emotional brand perceptions to enhance customers’ willingness to pay higher prices.
Co-Authors Erwin Marco Christian Mulyadi