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All Journal JABE (Journal of Accounting and Business Education)
Zakir Yusuf Gunibala
Universitas Negeri Malang
Economics, Econometrics & Finance Education

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Challenges and Opportunities: A Netnographic Study of the Perceptions of Fintech E-Wallet Users in Indonesia Zakir Yusuf Gunibala; Satia Nur Maharani
JABE (JOURNAL OF ACCOUNTING AND BUSINESS EDUCATION) Volume 10, Issue 2, December 2025
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/jabe.v10i2.63305

Abstract

This study aims to explore user perceptions of fintech e-wallet services in Indonesia through a netnographic approach. Data were collected from 2,500 user reviews of five popular e-wallet platforms—Dana, GoPay, LinkAja, OVO, and ShopeePay—sourced from the Google Play Store. Of these, 302 reviews were selected for analysis using open coding with NVivo 12 Plus software. The analysis revealed several key themes: Transaction and Payment Issues, Security and Account Concerns, User Benefits, Technical Issues, Fees and Interest, Customer Service, and Upgrade and Verification Problems. The most frequently highlighted issue was “sudden balance deduction,” followed by “ease of transaction” and “support for various transactions.” Each platform demonstrated different dominant concerns, reflecting unique service characteristics and technical challenges. The findings indicate that while e-wallets are perceived as helpful and convenient, security, system reliability, and customer service remain major concerns. This study offers practical implications for e-wallet providers to enhance technical quality and service responsiveness, and recommends further research using quantitative or longitudinal methods to deepen the understanding of user satisfaction.
Co-Authors Satia Nur Maharani