<![CDATA[The rapid development of digital technology has led to the increasing use of e-wallets among university students. However, the decision to use e-wallet services is influenced by several factors, particularly cashback incentives and transaction convenience. This study was conducted due to inconsistencies in previous research findings regarding the effects of these variables on e-wallet usage decisions. The objective of this research is to examine the influence of cashback and transaction convenience on e-wallet usage decisions among students of the Faculty of Economics at Universitas Negeri Medan. This study employed a quantitative approach with an associative research design to measure the relationships and effects among the research variables. Data were collected through questionnaires distributed to e-wallet users using a purposive sampling technique and were analyzed using multiple linear regression. The findings reveal that cashback has a positive influence on students’ decisions to use e-wallets, while transaction convenience shows a negative influence in the data analyzed. Simultaneously, cashback and transaction convenience significantly affect e-wallet usage decisions, with a coefficient of determination of 42.1%, indicating that these variables explain a substantial proportion of the variation in usage decisions. The study concludes that cashback is the most dominant factor influencing students’ decisions to use e-wallets. These findings provide insights for e-wallet service providers in designing effective promotional strategies and enhancing user engagement. Future research is recommended to incorporate additional variables, such as security, user trust, and digital lifestyle, to obtain a more comprehensive understanding of factors affecting e-wallet usage decisions]]>
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