Pengaruh Brand Awarenss, Brand Image, Dan Brand Trust Terhadap Keputusan Penggunaan Layanan Linkaja Syariah (Studi pada Generasi Z di Kabupaten Tuban)

Abstract

This research aims to examine the influence of brand awareness, brand image and brand trust on the decision to use sharia link services. The population in this study is generation Z in Tuban district. Apart from that, this research produced a sample of 97 respondents. The sample technique was selected using accidental sampling, then using the Lemeshow formula. The data analysis technique in this research uses Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method using Smart-PLS version 4 software. The results of this research show that brand awareness has a positive and significant effect on the decision to use Linkaja sharia services in generation Z in Tuban district, brand image has no positive and insignificant influence on the decision to use Linkaja sharia services among generation Z in Tuban district, brand trust has a positive and significant influence on the decision to use Linkaja sharia services among generation Z in Tuban district