Digital Marketing: Determinant of E-Wallet Intention for Retail Buyers
Keywords:attitude, behavioral intention, compatibility, e-wallet, perceived security
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.
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.
Copyright (c) 2023 Surahman Surahman, Ahyar M. Diah, Hendrik Batoteng, Sarlivia, Desi Kartina, Putri M. Vidhiyanty
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.