Pengaruh Viral Marketing Dan Bandwagon Effect Terhadap Keputusan Penggunaan E-Wallet Dimediasi Kepercayaan Konsumen (Studi Pada Mahasiswa Universitas Islam Malang Angkatan 2022)

Abstract

Abstract

This study aims to analyze the influence of Viral Marketing and Bandwagon Effect on the Decision to Use e-wallets with Consumer Trust as a mediating variable among students of the Islamic University of Malang, class of 2022. The study used a quantitative approach with explanatory research. Data were obtained from 125 respondents selected using purposive sampling technique and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results showed that Viral Marketing, Bandwagon Effect, and Consumer Trust have a positive and significant influence on the Decision to Use e-wallets. In addition, Viral Marketing and Bandwagon Effect also have a positive and significant influence on Consumer Trust. Consumer Trust is proven to significantly mediate the influence of Viral Marketing and Bandwagon Effect on the Decision to Use e-wallets. These findings indicate that effective digital marketing strategies, supported by social influence and consumer trust, play an important role in increasing the decision to use e-wallets among students.

Keywords: Bandwagon Effect, Consumer Trust, Usage Decision, e-wallet, Viral Marketing.