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All Journal Journal of Marketing and Business Intelligence
Mohd Hishamuddin bin Abdul Rahman
Faculty of Computing and Meta-Technology, Universiti Pendidikan Sultan Idris
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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UNVEILING OF GENERATION Z’S INTENTION TO ADOPT E-MONEY AMID PAYMENT DIGITALIZATION: EVIDENCE FROM HIGHER EDUCATION STUDENTS Satria Abadi; Mohd Hishamuddin bin Abdul Rahman; Febriansyah Febriansyah; Febby Angelia
JMBI (Journal of Marketing and Business Intelligence) Vol. 4 No. 1 (2026): JMBI (Journal of Marketing and Business Intelligence)
Publisher : YHMM PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jmbi.v4i1.176

Abstract

The rapid digitalization of payments has propelled e-money adoption, yet Generation Z’s (Gen Z) intentions remain underexplored, particularly among higher-education students in Indonesia. This study aims to investigate several factors affecting the behavioral intentions of Generation Z in Indonesian higher education institutions' use of e-money payment. The study extended the Technology Acceptance Model (TAM) integrated with the Technology-Organization-Environment (TOE) framework. Using a quantitative approach, we surveyed 300 students from public and private universities in Indonesia, analyzing data via Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings reveal that perceived usefulness, perceived ease of use, digital literacy, and social factors significantly influence adoption intentions amid digital payment ecosystem challenges. These insights offer practical implications for e-money providers, policymakers, and educators in fostering digital entrepreneurship among Gen Z, contributing to Indonesia's cashless society agenda and MSME competitiveness in fintech-driven markets.
Co-Authors Febby Angelia Febriansyah Febriansyah Satria Abadi