<![CDATA[The rapid growth of digital banking in Indonesia has given rise to various applications, including blu by BCA Digital, which primarily targets Generation Z. However, a gap exists between Brand Image and actual usage, as pre-survey results show that 55% of respondents had never used the application despite holding a positive perception of its parent company, BCA. This study aims to analyze the effect of Brand Image on intention to use blu by BCA Digital, with trust as a mediating variable, among Generation Z in Tangerang City. A quantitative approach was employed, involving 100 respondents selected through purposive sampling, with data collected via questionnaire and analyzed using SmartPLS 4 based on the PLS-SEM approach. The results show that Brand Image has a positive and significant effect on both trust (t = 2.335; p = 0.020) and intention to use (t = 2.170; p = 0.030), while trust significantly affects intention to use (t = 5.239; p = 0.000) and partially mediates the relationship between Brand Image and intention to use (t = 2.307; p = 0.021). These findings indicate that a strong Brand Image must be accompanied by genuine trust to optimally foster usage intention among Generation Z.]]>
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