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All Journal Jurnal Abdi: Media Pengabdian Kepada Masyarakat MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Rachmad Ari Fattah
Airlangga University
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Factors Influencing the Adoption of Wondr by BNI Among Generations Y and Z: A Case Study in Surabaya Puspa Maya Sari; Rachmad Ari Fattah
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 4 No. 2 (2026): Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v4i2.1923

Abstract

This study aims to analyze the factors influencing the adoption of the Wondr by BNI app among Generation Y and Generation Z in the city of Surabaya. This study employs a quantitative approach with an explanatory design. Data were collected via a questionnaire distributed to respondents in the Generation Y and Generation Z categories, using purposive sampling. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results indicate that ease of use, utility, trust, financial benefits, and social influence significantly affect app adoption. Among these variables, the factors of usefulness and ease of use are the most dominant determinants, indicating that younger generations tend to prioritize functionality in technology use. Additionally, differences in characteristics were found between Generation Y and Generation Z, where Generation Z is more influenced by ease of use and social factors, while Generation Y places greater emphasis on usefulness and trust. This study provides a theoretical contribution to the development of technology adoption research in the context of banking super apps, as well as practical implications for the development of more effective digital banking service strategies.
ESKALASI BISNIS KULINER MELALUI LITERASI DIGITAL DI SENTRA WISATA KULINER KOTA SURABAYA Rachmad Ari Fattah; Ike Marcelia Harianto; Windijarto Windijarto
Jurnal ABDI: Media Pengabdian Kepada Masyarakat Vol. 11 No. 2 (2026): JURNAL ABDI : Media Pengabdian Kepada masyarakat
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/abdi.v11i2.42729

Abstract

This study examines how digital marketing literacy boosts culinary SMEs' income by optimizing digital platforms to expand reach and attract customers, addressing current gaps in digital skills among food stall owners in culinary tourism centers. This research uses a mixed-method approach combining interactive training, FGDs, and multi-stakeholder talkshows to comprehensively analyze digital marketing adoption and its revenue impact on culinary SMEs in tourism centers. The program successfully enhanced culinary SMEs' digital capabilities in Google Business and food delivery platforms through targeted training, collaborative talkshows, and practical case studies, overcoming adoption barriers and driving business growth. The program successfully enhanced culinary SMEs' digital capabilities in Google Business and food delivery platforms through targeted training, collaborative talkshows, and practical case studies, overcoming adoption barriers and driving business growth.
Co-Authors Ike Marcelia Harianto Puspa Maya Sari Windijarto Windijarto