PENGARUH DAYA TARIK PROMOSI, PERSEPSI KEMUDAHAN DAN PERSEPSI KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN E-WALLET PADA GENERASI Y DENGAN E-TRUST SEBAGAI VARIABEL INTERVENING
Keywords:
e-wallet, e-trust, generation Y, promotion, intervening variableAbstract
The aim of this research is to determine the influence of promotional attractiveness variables, perceived convenience, and perceived security, which influence the e-wallet usage decision variable (Y) in Generation Y with e-trust (Z) as an intervening variable. The sample taken was 150 respondents, and data processing used SmartpPLS. This analysis includes path analysis, hypothesis testing via the determinant coefficient (R2) and t-test (significant) as well as mediation analysis tests. The results of the t-test (significant) show that promotional attractiveness and perceived convenience have a positive but not significant effect on the decision to use e-wallets, and perception of security has a positive and significant effect on the decision to use e-wallets. The results of the analysis of the variables show that e-trust can influence the attractiveness of promotions, ease of use, and perceptions of security on decisions to use e-wallets have a positive and significant effect, e-trust can influence perceptions of ease of decisions on using e-wallets and have a positive and significant effect. With these results, e-wallet service providers can consider marketing strategies and strengthen the perception of e-trust in e-wallet services, especially in the Generation Y segment.
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Indonesian Society of Applied Science (ISAS)
