Pengaruh Costumer Trust, Social Media Marketing dan Brand Image Terhadap Intention to Use Pada Aplikasi Quick E-Commerce

Raden Adifa Kusuma; Muhammad Arief

doi:10.30998/a45qr049

Authors

Raden Adifa Kusuma Universitas Esa Unggul Author
Muhammad Arief Author

DOI:

https://doi.org/10.30998/a45qr049

Keywords:

Costumer trust, Social Media Marketing, Brand Image, Intention to Use

Abstract

The development of digital technology has transformed the way consumers meet their daily needs, including through instant service apps like Astro. Despite its convenience, many potential users remain unsure about trying this app. Low Intention to Use can be caused by a lack of trust, limited promotional exposure on social media, and an underdeveloped Brand Image. This study aims to analyze the influence of costumer trust, Social Media Marketing, and Brand Image on the Intention to Use of the Astro app among potential users in the Greater Jakarta area. This study used a quantitative approach with a causal design.Data were collected through an online questionnaire distributed to 110 respondents who had never used Astro. Data analysis was performed using multiple linear regression with the help of SPSS. The results showed that all three variables costumer trust, Social Media Marketing, and Brand Image have a positive and significant influence on Intention to Use the app. Recommendations for developers include strengthening service transparency, increasing interaction on social media, and maintaining a consistent Brand Image. This research contributes to the development of relevant digital marketing strategies, particularly in building user trust and Intention to Use in the era of app-based services.

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