Factors Influencing GoPay as the Primary Digital Wallet: The Role of Perceived Ease of Use, Security, and Cashback Promotions Among University Students
DOI:
https://doi.org/10.55927/fintech.v3i4.119Keywords:
Fintech, Perceived Ease of Use, Security, Promotions, Usage decisionAbstract
This study aims to quantitatively analyze the influence of Perceived Ease of Use (PEOU), Security, and Cashback Promotions on the decision of university students in Semarang to use GoPay as their primary digital wallet. Addressing a critical gap in a highly competitive market, this research investigates the discrepancy between GoPay's positive perceptions and its actual adoption as a primary choice. Employing a causal research design with Partial Least Squares Structural Equation Modeling (PLS-SEM) on a valid sample of 150 active student users, the findings reveal that Cashback Promotion is the most dominant positive predictor, followed by Security. Conversely, PEOU was not significant. These results indicate that for digital-native students, ease of use has become a fundamental hygiene factor, while tangible financial incentives and robust security assurances are the key drivers in fostering loyalty and preference.
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