DIGITAL MARKETING TO DRIVE ADOPTION OF DIGITAL PAYMENTS IN THE MODERN ERA
DOI:
https://doi.org/10.31539/costing.v7i6.14205Keywords:
Digital Payment; Digital Marketing; Ease of Use; Usefulness; Social Influence; Credibility.Abstract
The development of information and communication technology has driven the adoption of digital payments around the world. Similarly, Payment methods have evolved considerably, shifting from conventional cash transactions to modern digital payment systems. This not only simplifies the transaction process but also increases security and efficiency in transactions. In the context of digital payment adoption, digital marketing that increases awareness can influence positive attitudes towards using digital payments, as well as provide relevant information to reduce concerns and increase trust. This research seeks to explore the impact of user-friendliness, usefulness with digital marketing mediation, social influence, and credibility affects digital payment adoption. The results of data analysis testing conducted using SEM (Structural Equation Model), namely AMOS with 230 respondents, show that the four hypotheses proposed are supported. These results can contribute to industries that implement digital payments such as banks and e-commerce to encourage the adoption of digital technology.
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Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478. https://doi.org/10.2307/30036540
Vinitha, K., & Vasantha, S. (2017). Factors Influencing Consumer's Intention to Adopt Digital Payment-Conceptual Model. Indian Journal of Public Health Research and Development, 8(3), 170-175. ring (iCCECE), 97-202. https://doi.org/10.5958/0976-5506.2017.00181.4
Wicaksono, B. P., & Zahra, A. (2022). Design of the use of chatbot as a virtual assistant in banking services in Indonesia. IAES International Journal of Artificial Intelligence, 11(1), 23. Retrieved from https://www.academia.edu/download/96729893/13273.pdf
Alkhowaiter, W. A. (2020). Digital payment and banking adoption research in Gulf countries: A systematic literature review. International Journal of Information Management, 53, 102102. https://doi.org/10.1016/j.ijinfomgt.2020.102102
Anggoro, D., & Hasugian, H. (2020). Implementasi digital marketing pada UKM guna meningkatkan pemasaran dan penjualan produk di masa pandemi covid-19. JURPIKAT (Jurnal Pengabdian Kepada Masyarakat), 1(3), 384-391. https://doi.org/10.37339/jurpikat.v1i3.345
Dimitrova, I. (2023). Full-adoption of digital payment methods: Barriers and barrier-breakers from a Swedish bank customer perspective (Licentiate dissertation, Mid Sweden University). Retrieved from https://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-47562
Dimitrova, I. (2024), "Barrier-breakers’ influence on full-adoption of digital payment methods", Internet Research, Vol. 34 No. 7, pp. 139-159. https://doi.org/10.1108/INTR-11-2022-0886
Dimitrova, I., Öhman, P., & Yazdanfar, D. (2022). Barriers to bank customers’ intention to fully adopt digital payment methods. International Journal of Quality and Service Sciences, Vol. 14 No. 5, 16-36. https://doi.org/10.1108/IJQSS-03-2021-0045
Dirwan, D., & Latief, F. (2020). Aspek Yang Mempengaruhi Minat Penggunaan Uang Digital di Kota Makassar. Jurnal Mirai Management, 5(3), 288-298. Retrieved from https://journal.stieamkop.ac.id/index.php/mirai
Islami, M. L. N., & Rafik, A. 2023. Determinan Penggunaan Dompet Digital di Kalangan Mahasiswa. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(3), 221–248. Retrieved from https://journal.uii.ac.id/selma/article/view/30171
Kanojia, P., & Lal, M. (2020). Impact of trust on customer adoption of digital payment systems. Advances in Science, Technology & Innovation, 1–10. https://doi.org/10.1007/978-3-030-15710-3_2
Lavidge, R. J., & Steiner, G. A. 1961. A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.2307/1248516
Liu, R., Wu, J. and Yu-Buck, G.F. (2021), "The influence of mobile QR code payment on payment pleasure: evidence from China", International Journal of Bank Marketing, Vol. 39 No. 2, pp. 337-356. https://doi.org/10.1108/IJBM-11-2020-0574
Miraz, M. H., & Elzabeh, M. H. 2019. Analysis of Users' Behaviour and Adoption Trends of Social Media Payment Platforms. International Conference on Computing, Electronics & Communications Engineering (iCCECE). Retreieved from https://ssrn.com/abstract=3514113ns
Nadanyiova, M., & Sujanska, L. (2023). The Impact of Influencer Marketing on the Decision-Making Process of Generation Z. Economics and Culture, 20(1), 68-76. https://doi.org/10.2478/jec-2023-0006
Nurohman, Y. A., Kusuma, M., & Narulitasari, D. (2021). Fin-Tech, financial inclusion, and sustainability: a quantitative approach of Muslims SMEs. IJIBE (International Journal of Islamic Business Ethics), 6(1), 54-67. http://dx.doi.org/10.30659/ijibe.6.1.54-67
Pallavi, K. N., Ganashree K., Shree, D. S., Ganashree, G.M., Y. D. (2023). Unravelling the Impact of UI/UX Design on E-Commerce Business Growth. International Journal for Research in Applied Science and Engineering Technology (IJRASET), 11(XII). https://doi.org/10.22214/ijraset.2023.49633
Pizzol, M., Vighi, E., & Sacchi, R. (2018). Challenges in coupling digital payments data and input-output data to change consumption patterns. Procedia CIRP, 69, 634-639. https://doi.org/10.1016/j.procir.2017.11.086
Pratiwi, A. A. M. (2020). Peran Media Sosial Dalam Meningkatkan Penjualan Online Saat Pandemi Covid-19. Jurnal Ilmiah Satyagraha, 3(2), 73–81. https://doi.org/10.47532/jis.v3i2.179
Putri, P. M., & Marlien, R. A. (2022). Pengaruh digital marketing terhadap keputusan pembelian online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25-36. doi: 10.36778/jesya.v5i1.510
Rehman, A. U., Mahmood, A., Bashir, S., & Iqbal, M. (2024). Technophobia and its impact on education: A review of literature. The Journal of Educators Online, 21(2). https://doi.org/10.9743/JEO.2024.21.2.3
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478. https://doi.org/10.2307/30036540
Vinitha, K., & Vasantha, S. (2017). Factors Influencing Consumer's Intention to Adopt Digital Payment-Conceptual Model. Indian Journal of Public Health Research and Development, 8(3), 170-175. ring (iCCECE), 97-202. https://doi.org/10.5958/0976-5506.2017.00181.4
Wicaksono, B. P., & Zahra, A. (2022). Design of the use of chatbot as a virtual assistant in banking services in Indonesia. IAES International Journal of Artificial Intelligence, 11(1), 23. Retrieved from https://www.academia.edu/download/96729893/13273.pdf
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2024-12-31
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