ABSTRACT: Indonesia has been actively doing digitalization, marked by the increase in mobile connections and internet users. In 2020, more people were using them due to the spread of the COVID-19. Because of the pandemic, government encourages the public to make transactions using cashless payments. One of the cashless payment methods that are growing is digital wallet. PT Pos Indonesia saw this as an opportunity to develop its digital wallet called Pospay. Since its launch, on 13th April 2021, Pospay has faced several challenges. 98.5% of Pospay’s users are an employee of PT Pos Indonesia. It shows that brand awareness and intention to use of Pospay are still relatively low outside the company. This study will focus on how Pospay could increase its brand awareness and intention to use. The analysis was conducted using consumer analysis by distributing the questionnaire to the potential consumers. The quantitative data is processed using Smart PLS software with the SEM-PLS method. Then, the qualitative data will be used to analyze Value Proposition Canvas. The results show that Pospay can create a discount or cashback program and develop a new feature to help users transfer between digital wallets to increase brand awareness and intention to use.

KEYWORDS -marketing strategy, brand awareness, intention to use, digital wallet, SEM-PLS