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INDONESIA
Jurnal Ilmiah Manajemen dan Bisnis
Published by Universitas Pendidikan Nasional
ISSN : 25281208     EISSN : 25282077     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal ini diterbitkan dengan maksud utama mendiseminasi artikel ilmiah baik berupa hasil penelitian maupun telaah literatur (setara dengan hasil penelitian) dibidang manajemen, bisnis, pemasaran dan ilmu ekonomi. Jurnal Ilmiah Manajemen dan Bisnis menerima artikel (yang tidak dipublikasikan dalam jurnal lain) dengan ruang lingkup: Manajemen Sumber Daya Manusia, Manajemen Pemasaran, Manajemen Keuangan, Manajemen Bisnis dan Kewirausahaan, Manajemen Operasi, Manajemen Strategi, dan Manajemen Pariwisata.
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Articles 311 Documents
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Optimizing Marketing Strategies in Encouraging the Adoption of Mobile-Based Digital Financial Services among Students Tri Yunarni, Baiq Reinelda; K. Tobing, Diana Sulianti; Iswanto, Dedy
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 2 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i2.7072

Abstract

This study analyzes effective marketing strategies to enhance the adoption of mobile application-based financial services among university students, particularly in Indonesia, where mobile banking and e-wallet penetration is high among the youth. The primary aim of this study is to identify and optimize marketing strategies that drive the adoption of digital financial services. Using a Systematic Literature Review (SLR) approach and PRISMA 2020 guidelines, this research analyzes 30 relevant peer-reviewed articles. The synthesis identifies key factors that promote and hinder the adoption of digital financial services. Key findings indicate that digital marketing strategies, particularly through social media, influencer marketing, and personalized content, are effective in increasing students' intention to adopt financial applications. Adoption factors include ease of use, perceived financial benefits, trust in data security, and digital financial literacy. However, major barriers remain, such as low financial literacy and distrust in data security. This research extends TAM and UTAUT models by highlighting the role of modern marketing strategies as external variables influencing adoption. Practically, the study emphasizes the need for integrated education-communication strategies and transparent trust-building mechanisms to enhance adoption. It also recommends focusing on financial literacy education and improving data privacy features to foster broader acceptance among student populations.

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