Digital Marketing: Determinant of E-Wallet Intention for Retail Buyers

Authors

  • Surahman Surahman Department of Marketing, Innovation, and Technology, Politeknik Negeri Samarinda, Samarinda, East Kalimantan
  • Ahyar M. Diah Department of Marketing, Innovation, and Technology, Politeknik Negeri Samarinda, Samarinda, East Kalimantan
  • Hendrik Batoteng Department of Marketing, Innovation, and Technology, Politeknik Negeri Samarinda, Samarinda, East Kalimantan
  • Sarlivia Sarlivia Department of Marketing, Innovation, and Technology, Politeknik Negeri Samarinda, Samarinda, East Kalimantan
  • Desi Kartina Department of Marketing, Innovation, and Technology, Politeknik Negeri Samarinda, Samarinda, East Kalimantan
  • Putri M. Vidhiyanty Department of Accounting, Universitas Mulawarman, Samarinda, East Kalimantan

DOI:

https://doi.org/10.55324/iss.v2i8.457

Keywords:

attitude, behavioral intention, compatibility, e-wallet, perceived security

Abstract

Background: Practically, cell phones not only function as a means of communication and entertainment media but also as a means of payment through various mobile banking and e-wallet applications installed on cell phones. Not only that, but cashless payments can also save time and decrease the time for waiting for change when making transactions.

Aim: This study aims to determine the suitability and security received by users of the application of funds and how these two aspects affect the attitudes and behavior of users in the future.

Method: The research method used in this study was a survey conducted by distributing questionnaires through online and offline media. The demographics examined in this study are the first users of the E-Wallet Fund application who are domiciled in Samarinda. Both users are classified as having used or are currently using the app. The data the researchers received were 200 respondents, which obtained a total sample data of 160 respondents after sorting.

Findings: This study found that attitudes can be influenced by the level of suitability of application users with the lifestyle and habits of users, and behavioral intentions are influenced by how high the level of suitability and also the level of security received and the attitude that arises from the whole process of using it. However, it turns out that this research found that the level of security received did not influence attitudes.

References

Alam, M. M., Awawdeh, A. E., & Muhamad, A. I. Bin. (2021). Using e-wallet for business process development: challenges and prospects in Malaysia. Business Process Management Journal, 27(4). https://doi.org/10.1108/BPMJ-11-2020-0528

Bindseil, U. (2019). Central bank digital currency: Financial system implications and control. International Journal of Political Economy, 48(4). https://doi.org/10.1080/08911916.2019.1693160

Gupta, R., Kapoor, C., & Yadav, J. (2020). Acceptance towards digital payments and improvements in cashless payment ecosystem. 2020 International Conference for Emerging Technology, INCET 2020. https://doi.org/10.1109/INCET49848.2020.9154024

Harahap, R. (2023). Financial literacy and digital financial behavior of SMEs in Indonesia. Proceeding Medan International Conference on Economic and Business, 1, 2545–2553.

Hoekstra, J. C., & Leeflang, P. S. H. (2022). Thriving through turbulence: Lessons from marketing academia and marketing practice. European Management Journal. https://doi.org/10.1016/j.emj.2022.04.007

Ilham, R. N., Erlina, Fachrudin, K. A., Silalahi, A. S., Saputra, J., & Albra, W. (2019). Investigation of the bitcoin effects on the country revenues via virtual tax transactions for purchasing management. International Journal of Supply Chain Management, 8(6).

Kee, D. M. H., Binti Nor Hisam, N. N., Binti Abd Rashid, N. H., Binti Abdul Aziz, N. S., Binti Mazlan, N. A., & Binti Mahadi, N. A. Z. (2021). The impact of using cashless payment during the Covid-19 pandemic: A case study of Maybank. International Journal of Accounting & Finance in Asia Pasific, 4(2). https://doi.org/10.32535/ijafap.v4i2.1118

Phuong, N. N. D., Luan, L. T., Van Dong, V., & Khanh, N. L. N. (2020). Examining customers’ continuance intentions towards e-wallet usage: The emergence of mobile payment acceptance in Vietnam. Journal of Asian Finance, Economics and Business, 7(9). https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.505

Purbasari, R., Muttaqin, Z., & Silvya, D. (2021). Digital entrepreneurship in pandemic Covid 19 era: The digital entrepreneurial ecosystem framework. Review of Integrative Business and Economics Research, 10(1).

Putri, C. A., & Prasetyo, P. E. (2020). Money supply, counterfeit money, and economic growth effect to e-money transaction. Efficient: Indonesian Journal of Development Economics, 3(1). https://doi.org/10.15294/efficient.v3i1.35951

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tarantang, J., Awwaliyah, A., Astuti, M., & Munawaroh, M. (2019). Perkembangan sistem pembayaran digital pada era revolusi industri 4.0 di Indonesia. JURNAL AL-QARDH, 4(1). https://doi.org/10.23971/jaq.v4i1.1442

Tripathi, S., & Dave, N. (2022). Cashless transactions through e-commerce platforms in post-Covid-19. International Journal of Management, Public Policy and Research, 1(2). https://doi.org/10.55829/010203

We Are Social. (2022, January 26). Digital 2022: Another year of bumper growth. We Are Social.

Zou, Z., Liu, X., Wang, M., & Yang, X. (2023). Insight into digital finance and fintech: A bibliometric and content analysis. Technology in Society, 73. https://doi.org/10.1016/j.techsoc.2023.102221.

Downloads

Published

2023-05-25