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Setyawan, Muhammad Dimas Arbi
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Economics, Econometrics & Finance Social Sciences

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A Study on GOJEK's Brand Image and Consumer Trust: An Analysis of the Influence of Digital Marketing Strategies and Promotions on GOJEK's Brand Image and Consumer Trust Setyawan, Muhammad Dimas Arbi; Kanthy, Nur Halizah Wulan Nirmala; Usman , Osly
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1370

Abstract

Digital marketing has become a central pillar in building and strengthening brand image in the contemporary information era. This study provides an in-depth analysis of the influence of digital marketing strategies and promotional activities on GOJEK’s brand image, with consumer trust positioned as a critical mediating variable. A quantitative approach was employed, utilizing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), implemented through the SmartPLS software. The sample consisted of 100 respondents—users of the GOJEK application in the Mustika Jaya District, Bekasi City—who were selected using purposive sampling. The analysis revealed that digital marketing strategies have a positive and significant effect on both brand image (p = 0.041) and consumer trust (p = 0.027). In contrast, promotional activities have a direct, significant effect on brand image, but also significantly and positively influence consumer trust (p = 0.001). The most notable finding is the significant mediating role of consumer trust in the relationships between digital marketing strategies and brand image (p = 0.050) and between promotion and brand image (p = 0.007). These results underscore that the effectiveness of digital marketing strategies and promotional efforts largely depends on their success in establishing consumer trust initially. The practical implication for companies is the need to prioritize transparency, data security, and two-way interaction as core elements of their digital marketing strategies to enhance brand image fundamentally.
Analysis of an Individual’s Intention to Invest Using the Technology Acceptance Model (TAM) Budisutiono, Clara Immanuella; Setyawan, Muhammad Dimas Arbi; Usman, Osly
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1368

Abstract

Mutual funds are a means used to collect funds from investors, which are then managed and invested into a portfolio of securities by investment managers under the supervision of the Financial Services Authority (OJK). This investment instrument is also considered suitable for beginners, especially in assisting with efficient and effective financial planning. Currently, there are many mutual fund applications available to facilitate investors, one of which is the BIBIT application.This study aims to analyze how the features of the BIBIT application influence users' intention to invest through the application. The research was conducted by distributing online questionnaires via various social media platforms targeting BIBIT application users. The sampling technique used was purposive sampling. The collected data were then analyzed using PLS software for data processing.
Co-Authors Budisutiono, Clara Immanuella Kanthy, Nur Halizah Wulan Nirmala Osly Usman Usman , Osly