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All Journal Jurnal Promosi Pendidikan Ekonomi E-Dimas: Jurnal Pengabdian kepada Masyarakat Journal of Economic, Bussines and Accounting (COSTING) EBSJ At-Tadbir : jurnal ilmiah manajemen Jurnal STIE Semarang (Edisi Elektronik) EKUITAS (Jurnal Ekonomi dan Keuangan) Al-Kharaj: Journal of Islamic Economic and Business Jurnal Manajemen Sains dan Organisasi (JMSO) Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Economica: Media Komunikasi ISEI Riau Alinea: Jurnal Bahasa, Sastra, dan Pengajaran
Ali Ali
Universitas Islam Nahdlatul Ulama Jepara
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Generation Z Decision to Use E-Wallets and Its Drivers Mohamad Rifqy Roosdhani; Samsul Arifin; Nurul Komaryatin; Ali Ali; Nurul Huda; Muhammad Khoiruddin
Economics and Business Solutions Journal Vol. 9 No. 2 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i2.11982

Abstract

The rapid growth of e-wallet technology is reshaping financial transaction behavior, particularly among Generation Z. However, many e-wallet providers struggle to ensure long-term adoption and continued use, due to limited comprehension of the cognitive and psychological factors that drive user decisions in this demographic. This study addressed the gap by empirically analyzing how perceived usefulness and user attitude determine the usage decision of e-wallet services among Generation Z, a technologically adept yet under-researched segment. This study's innovation is found in examining the indirect pathway of perceived usefulness influencing usage decisions through user attitude within a Generation Z context. Employing a quantitative approach, primary data were collected from 125 Generation Z e-wallet users using an online questionnaire.   The data was analysed using partial least squares structural equation modelling, or PLS-SEM.)  through SmartPLS 4.0, testing three key constructs: perceived usefulness, attitude toward use, and usage decision. The findings demonstrated that perceived usefulness had a significant positive effect on both user attitude (coefficient = 0.814, p < 0.05) and usage decision (coefficient = 0.351, p < 0.05). Furthermore, user attitude was found to be a strong predictor of usage decision (coefficient = 0.588, p < 0.05) and served as a significant mediator, with an indirect effect of perceived usefulness on usage decision (coefficient = 0.479, p < 0.05). 80.5% of the variation was explained by the model in usage decision, underscoring its high explanatory power. In conclusion, the study establishes that perceived usefulness is fundamental in shaping positive user attitudes and subsequent e-wallet adoption decisions among Generation Z, emphasizing the mediating role of attitude in the technology acceptance process. These insights inform both theoretical frameworks of technology acceptance and practical strategies for e-wallet providers to boost user engagement and retention.
Spiritual Capital and Ethical Value Orientation as Determinants of Marketing Competitiveness beyond AI Adoption Shinta Kumala Dwi; Ali Ali; Anna Widiastuti
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 2 (2026): September 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i2.2056

Abstract

The rapid shift toward digital marketing places furniture SMEs in Jepara Regency in an increasingly competitive online arena. Grounded in Resource-Advantage Theory, this study examines the influence of spiritual capital and Artificial Intelligence (AI) in marketing-on-marketing competitiveness, mediated by ethical value orientation and integrity marketing. Although AI adoption and ethical marketing have been widely studied, prior literature predominantly investigates them in isolation and lacks an explicit framework explaining how spiritual and ethical values convert technological tools into sustainable market advantage in craft-based SME exporters. Data were collected from 187 owners, managers, and marketing staff of online furniture SMEs and analyzed using SEM-PLS. The results reveal that spiritual capital significantly and directly enhances ethical value orientation, integrity marketing, and marketing competitiveness. In contrast, AI in marketing has no direct impact on competitiveness, but its effect is fully mediated by ethical value orientation. Meanwhile, integrity marketing does not serve as a significant mediator in the model. Practically, these findings imply that online furniture SMEs should not focus solely on acquiring AI technology. Instead, managers are advised to prioritize building an ethical value orientation as the critical organizational capability that converts digital tools and spiritual assets into long-term market differentiation in global trade.
Co-Authors Anandayu Sekar Purbaningrum Anik Isniati Anna Widiastuti Dinda Rachelia Evira Tendean Elda Nur Ivana Enriya Anjani Hartantri Anggita Isyfa Fuhrotun Nadhifah Khairul Anwar Khoirul Muslimin Mohamad Rifqy Roosdhani Muhammad Khoiruddin Nurul Huda Nurul Komariyatin Nurul Komaryatin Safna Dwi Meylani Samsul Arifin Shinta Kumala Dwi