<![CDATA[Purpose – This study aims to examine the influence of system quality, social influence, and price value on the intention to use digital banking among Generation Z and Millennials in Malang City. Design/methodology/approach – This research employs a quantitative explanatory research design. The population consists of Generation Z and Millennials in Malang City who are familiar with digital banking services. A total of 130 respondents were selected using a purposive sampling technique. Data were collected using structured questionnaires and analyzed through multiple linear regression, supported by validity and reliability tests, coefficient of determination, goodness-of-fit tests, and hypothesis testing (t-test). Findings – The results indicate that system quality, social influence, and price value each have a positive and significant effect on the intention to use digital banking. These findings suggest that better system performance, stronger social encouragement, and perceived economic value increase users’ willingness to adopt digital banking services. Originality/value – This study contributes to digital banking adoption literature by integrating system quality, social influence, and price value as key determinants of intention to use among tech-savvy generations in Indonesia. The findings provide practical implications for digital banks in improving system performance, enhancing social engagement strategies, and offering competitive value to increase user adoption.]]>
