THE INFLUENCE OF BRAND IMAGE AND PERCEIVED SECURITY ON THE DECISION TO USE THE POSPAY APPLICATION (A STUDY AT PT. POS INDONESIA PERSERO)
DOI:
https://doi.org/10.31004/joecy.v6i1.8377Keywords:
Decision to Use, Perceived Security, Brand Image, Pospay ApplicationAbstract
The development of digital services today has changed the way people use various financial services. The growth of digital financial services is marked by the emergence of service products such as e-wallets and mobile banking applications that continue to innovate and bring forth new technologies. One form of digital transformation carried out by PT. Pos Indonesia is the launch of the Pospay application. However, internal company data shows that the number of Pospay users only reached 7.849.734 users, which is still relatively low compared to other digital financial applications. There is a problem with Pospay’s brand image and decision to use which has not fully resonated with users. Previous studies have only focused on well-known e-wallets and mobile banking. This study focuses on the digital financial services application launched by PT. Pos Indonesia, namely Pospay. This study uses a quantitative descriptive method to analyze the influence of brand image and perceived security on the decision to use the Pospay application. A sample of 110 respondents was selected from the research population. Data was collected using a questionnaire and analyzed using descriptive and statistical methods with SPSS 25. This study concludes that usage decisions are influenced by positive brand image and perceived security, which can be maintained by Pospay.
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