Electronic Theses and Dissertation

Abstrak di era industri digital saat ini, teknologi bergerak cepat dan semakin canggih yang akan mempengaruhi aktivitas dari berbagai aspek kehidupan masyarakat terutama dalam layanan jasa keuangan. ini juga berdamapak pada pelaku bisnis secara offline menjadi online yang kita kenal dengan e-commerce. serta perkembangan yang sangat pesat mampu menghadirkan sebuah jasa layanan keuangan atau e-wallet. salah satu e-commerce yang banyak digemari oleh kalangan mahasiswa usk yaitu shopee. shopee mampu menghadirkan sebuah metode pembayaran secara digital atau e-wallet yang disebut shopeepay. rumusan masalah penelitian ini adalah bagaimana service quality, perceived value, brand image berpengaruh terhadap brand trust pada mahasiswa usk pengguna e-wallet shopeepay di banda aceh. tujuan penelitian adalah untuk menguji service quality, perceived value, brand image berpengaruh terhadap brand trust pada mahasiswa usk pengguna e-wallet shopeepay di banda aceh. hasil penelitian ialah service quality, perceived value, brand image berpengaruh terhadap brand trust serta brand image memediasi secara parsial pengaruh service quality terhadap brand trust. untuk peneliti selanjutnya diharapkan kepada peneliti agar dapat melakukan penelitian yang lebih mendalam mengenai service quality, perceived value, brand image dan brand trust. kata kunci: service quality, perceived value, brand image dan brand trust.

ABSTRACK In the current era of the digital industry, technology is advancing rapidly and becoming increasingly sophisticated, influencing activities in various aspects of people's lives, especially in financial services. This also impacts the transition of offline businesses to online, known as e-commerce. The rapid development has led to the emergence of financial services or e-wallets. One of the e-commerce platforms widely favored by students at the University of Syiah Kuala (USK) is Shopee. Shopee has introduced a digital payment method or e-wallet called ShopeePay. The research problem formulation is how service quality, perceived value, and brand image affect brand trust among USK students using the ShopeePay e-wallet in Banda Aceh. The research objective is to examine the influence of service quality, perceived value, and brand image on brand trust among USK students using the ShopeePay e-wallet in Banda Aceh. The research findings indicate that service quality, perceived value, and brand image have an impact on brand trust, and brand image partially mediates the influence of service quality on brand trust. For future researchers, it is recommended to conduct more in-depth research on service quality, perceived value, brand image, and brand trust. Keywords: Service Quality, Perceived Value, Brand Image, and Brand Trust.