Article Per Year (5 Year)
p-Index From 2020 - 2025
4.567
P-Index
This Author published in this journals
All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ilmiah Mandala Education (JIME) JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Ilmiah Manajemen dan Bisnis Journal of Management - Small and Medium Enterprises (SME's) Journal of Government and Politics (JGOP) Journal of Applied Data Sciences Jurnal Administrasi Pemerintahan Desa Journal of Education Research Jurnal of Applied Business and Banking (JABB) Apollo: Journal of Tourism and Business Research Horizon PROCURATIO: Jurnal Manajemen dan Bisnis Scientia: Journal of Multi-Disciplinary Science Journal of Managerial Sciences and Studies Journal of Economic Growth and Development Review AURORA: Journal of Emerging Business Paradigms Advance Sustainable Science, Engineering and Technology (ASSET) KAMBOTI : Jurnal Sosial dan Humaniora
Iswanto, Dedy
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Nursing Social Sciences Other

Published : 32 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Ilmiah Manajemen dan Bisnis

 1 
Optimizing Marketing Strategies in Encouraging the Adoption of Mobile-Based Digital Financial Services among Students Tri Yunarni, Baiq Reinelda; K. Tobing, Diana Sulianti; Iswanto, Dedy
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 2 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i2.7072

Abstract

This study analyzes effective marketing strategies to enhance the adoption of mobile application-based financial services among university students, particularly in Indonesia, where mobile banking and e-wallet penetration is high among the youth. The primary aim of this study is to identify and optimize marketing strategies that drive the adoption of digital financial services. Using a Systematic Literature Review (SLR) approach and PRISMA 2020 guidelines, this research analyzes 30 relevant peer-reviewed articles. The synthesis identifies key factors that promote and hinder the adoption of digital financial services. Key findings indicate that digital marketing strategies, particularly through social media, influencer marketing, and personalized content, are effective in increasing students' intention to adopt financial applications. Adoption factors include ease of use, perceived financial benefits, trust in data security, and digital financial literacy. However, major barriers remain, such as low financial literacy and distrust in data security. This research extends TAM and UTAUT models by highlighting the role of modern marketing strategies as external variables influencing adoption. Practically, the study emphasizes the need for integrated education-communication strategies and transparent trust-building mechanisms to enhance adoption. It also recommends focusing on financial literacy education and improving data privacy features to foster broader acceptance among student populations.
Co-Authors Abdurahman Abdurrahman Amil, Amil Amin Saleh, Amin Amol, Febriyanti Bahari, Astrid Octavia Baiq Reinelda Tri Yunarni Candra candra Catur Nugroho, Kuncoro Dominicus Wahyu Pradana Febria Lina, Lia Fuzail, Muhammad Gamri, Muhammad Gancar Candra Premananto Halawa, Forman Hidayanti, Nur Fitri Irsyad, Ziqrurrahman Istiqlal Istiqlal, Istiqlal Junaidi Junaidi K. Tobing, Diana Sulianti Maniza, Lalu Hendra Muchammad Saifuddin Nazwin, Asfarony Hendra Ningsih, Nurul Hidayati Indra Novia Suhastini Qusairi, Andri Al Rachman, M. Taufik Ramadhan, Miftahus Surur Rialmi, Zackharia Sarita, Rahma Sudarnice, Sudarnice Sudarta Sudarta, Sudarta Suwandi S. Sangadji Syaharuddin Syaharuddin Wasik, Zainul YUDI NUR SUPRIADI Zainul Wasik