Brand Image Effect on Intention to Use Digital Banking: Trust as Mediator among Gen Z

Isnaini Gustin Syaputri, Tarto Tarto

Abstract


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.


Keywords


brand image; digital banking; generation z; intention to use; trust

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DOI: https://doi.org/10.24167/jmbe.v1i2.15781

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