The Role of Content Marketing in Mediating the Impact of Brand Awareness and Attitude Towards Money on the Decision to Use the Mobile Banking Application Andyan Pradipta Utama1*, Tri Ratna Murti2, Loeky Rono Pradopo3, Hasliza Abdul Halim4
1,3 Faculty of Economics and Business, Universitas Mercu Buana, Jakarta
2 Faculty of Psychology, Universitas Persada Indonesia YAI, Jakarta
4 Universiti Sains Malaysia, Penang Malaysia
Abstract
At present, nearly all banking institutions have adopted digital banking technologies to support seamless transactions and adapt to ongoing technological advancements. Among these innovations, mobile banking has grown rapidly, offering more advanced access to financial services via smartphones. Mobile banking serves as an official wireless banking service designed to provide convenient and efficient transaction processes. The motivation for this study arises from the increasing reliance on mobile banking applications as a primary payment tool, which has become an essential part of modern life. Customers^ decisions to consistently use mobile banking apps are crucial for banks to maintain competitiveness in the financial sector. Various factors are believed to shape these decisions, including brand awareness, attitudes toward money, and content marketing, which may influence customers^ choices. In light of this, the study investigates the mediating role of content marketing in linking brand awareness and attitudes toward money with decisions to adopt mobile banking applications. The research focused on mobile banking users in DKI Jakarta, with a target sample of 150 respondents. Data were analyzed using SmartPLS4. The findings reveal that content marketing exerts the strongest and most significant effect on decisions to use BCA Mobile Banking, with a path coefficient of 0.668 and a high level of significance (p < 0.001). Brand awareness also showed a positive and significant direct impact on usage decisions (coefficient = 0.197, p = 0.003). In contrast, attitude toward money did not directly affect usage decisions but had a significant indirect influence when mediated by content marketing (coefficient = 0.344, p < 0.001). However, content marketing did not significantly mediate the relationship between brand awareness and usage decisions (p = 0.148), indicating no mediation effect along this pathway.
Keywords: Decision to use- brand awareness- attitude towards- content marketing- mobile banking.
Topic: Governance, Policy, and Education of Coastal Area
