The Effect of Trust, Emotional Marketing, and Spiritual Marketing on Consumer Decisions To Choose Shopee Pay Digital Wallet Services
Year: 2022
Type: article
Study design: Observational Study
Abstract: This study aims to analyze the relationship between trust, emotional marketing, and spiritual marketing through consumer decisions of digital wallets offered by Shopee pay. Digital wallets have been seen as a facility that provides convenience in transactions even though this technology also has risks, especially related to payments. Therefore, this study considers the factors of trust, emotional marketing, and spiritual marketing on consumer decisions to choose Shopee to pay digital wallets. This study uses a questionnaire for respondents as many as 82 people. This research is an explanatory study with analytical techniques using Smart PLS. The results show that emotional marketing affects consumer decisions in choosing a Shopee pay digital wallet. Meanwhile, trust and spiritual marketing have no significant effect on consumer decisions. Keywords: consumer decisions, emotional marketing, Shopee pay, spiritual marketing, trust
Source: Business Review and Case Studies
Authors: Isyana Rahayu, Didik Setiyadi
Institution: Universitas Indonesia Mandiri
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4299879744