Beyond Cashless Convenience: Why Brand Awareness is the Missing Link to Purchase Intention
Keywords:
Digital Payment, Promotion, Brand Awareness, Purchase Intention, E-WalletAbstract
Purpose: Digital payment has become a routine component of consumer transactions, yet transactional convenience does not necessarily translate into stronger purchase intention. This study examines whether Brand Awareness provides the missing mechanism through which Digital Payment and Promotion are converted into Purchase Intention among e-wallet users in DKI Jakarta.
Methodology: A quantitative explanatory design was applied to 155 e-wallet users selected through purposive sampling. Primary data were collected through an online questionnaire using a five-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.
Findings: Digital Payment does not significantly influence Purchase Intention directly (β=0.125; t=0.648; p=0.517), whereas Promotion has a positive and significant direct effect (β=0.438; t=2.081; p=0.037). Digital Payment positively affects Brand Awareness (β=0.480; t=4.729; p<0.001), as does Promotion (β=0.485; t=4.901; p<0.001). Brand Awareness positively affects Purchase Intention (β=0.426; t=2.405; p=0.016) and significantly mediates the effects of Digital Payment (indirect β=0.205; p=0.023; VAF=62.1%) and Promotion (indirect β=0.207; p=0.042; VAF=32.1%).
Implications: Cashless convenience is better understood as an enabling condition rather than a sufficient purchase stimulus. Payment experiences and promotional touchpoints should be connected with memorable brand cues so that transactional encounters strengthen brand salience and purchase intention.
Limitations: The cross-sectional design, purposive sample, DKI Jakarta context, and self-reported measures limit causal inference and generalizability.
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Copyright (c) 2026 Ahmad Fajar Setiawan, S.M., Moch. Rizal, S.E., M.M., Muhammad Yudha Prawira Negara, S.M., M.M. (Author)
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