THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND DIGITAL MARKETING ON E-WALLET USAGE IN MARKETPLACE (CASE STUDY GEN-Z MUSLIMS IN YOGYAKARTA)

Nella Farah, NIM.: 19108030101 (2023) THE EFFECT OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND DIGITAL MARKETING ON E-WALLET USAGE IN MARKETPLACE (CASE STUDY GEN-Z MUSLIMS IN YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research was conducted to determine the impact of Perceived Usefulness, Perceived Ease of Use and Digital Marketing on individuals' interest in using E-Wallets in the Marketplace (a case study on the Muslim generation Z in Yogyakarta). The sample for this study consisted of 130 respondents. This research employed a quantitative method with the SEM-PLS analysis model, and data processing was assisted by the WarpPLS 7.0 analysis tool. The results of this study indicate that Perceived Usefulness, Digital Marketing significantly influence individuals' interest in using E-Wallets in the Marketplace. Meanwhile, Perceived Ease of Use has no significant influence on the intention to use ewallets in the Marketplace.

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