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Hafiza, Aulia
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Economics, Econometrics & Finance Other

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Financial Inclusion Through E-Wallets: A Besitang Case Study On Promotions, Brand Image And Purchase Behavior Kurlillah, Anis; Munadiati, Munadiati; Safarida, Nanda; Maulana, Zefri; Hafiza, Aulia
J-EBIS (Jurnal Ekonomi dan Bisnis Islam) Vol, 9 No 2 (2024)
Publisher : IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/j-ebis.v9i2.9897

Abstract

This study explores how e-wallets promote financial inclusion in Besitang, a non-metropolitan Indonesian city. We investigate the influence of features, promotions, and brand image on e-wallet purchasing decisions. A quantitative survey targeting 100 smartphone-owning workers and students was conducted. Analysis revealed that all three factors (features, promotions, and brand image) have a significant positive impact on e-wallet usage (p < 0.05). Together, they explain 80.7% of the variation in purchasing decisions, highlighting their crucial role in e-wallet adoption. These findings emphasize the importance of e-wallet providers implementing innovative features, attractive promotions, and a strong brand image to drive financial inclusion in non-metropolitan areas. The study offers valuable insights for e-wallet companies and opens avenues for further research on e-wallet adoption drivers.
Financial Inclusion Through E-Wallets: A Besitang Case Study On Promotions, Brand Image And Purchase Behavior Kurlillah, Anis; Munadiati, Munadiati; Safarida, Nanda; Maulana, Zefri; Hafiza, Aulia
J-EBIS (Jurnal Ekonomi dan Bisnis Islam) Vol, 9 No 2 (2024)
Publisher : IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/j-ebis.v9i2.9897

Abstract

This study explores how e-wallets promote financial inclusion in Besitang, a non-metropolitan Indonesian city. We investigate the influence of features, promotions, and brand image on e-wallet purchasing decisions. A quantitative survey targeting 100 smartphone-owning workers and students was conducted. Analysis revealed that all three factors (features, promotions, and brand image) have a significant positive impact on e-wallet usage (p < 0.05). Together, they explain 80.7% of the variation in purchasing decisions, highlighting their crucial role in e-wallet adoption. These findings emphasize the importance of e-wallet providers implementing innovative features, attractive promotions, and a strong brand image to drive financial inclusion in non-metropolitan areas. The study offers valuable insights for e-wallet companies and opens avenues for further research on e-wallet adoption drivers.
Co-Authors Kurlillah, Anis Munadiati, Munadiati Safarida, Nanda Zefri Maulana, Zefri