Generation z digital wallet usage intention
Development of the extended digital payment adoption model through promotional activities
Keywords:
Digital Wallets, Extended Digital Payment Adoption Model, Promotional Activities, Generation Z, IntentionAbstract
This study aims to analyze the factors within the Extended Digital Payment Adoption Model that influence the intention to use digital wallets, specifically GoPay and OVO, among Generation Z in the Jabodetabek metropolitan area, as well as to examine the integration of promotional activities as an additional variable in the digital payment adoption model. This study is motivated by the growing use of digital wallets and increasing competition among service providers to attract and retain users, creating a need to understand how convenience, security, cost, social influence, innovativeness, and promotional activities shape users’ intention to use digital wallets. This study employs a quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected in 2026 from 100 Generation Z respondents residing in Jabodetabek who had used GoPay and/or OVO for at least six months. The variables analyzed include perceived convenience, perceived security, perceived cost, social influence, innovativeness, promotional activities, and intention to use. The results show that perceived convenience, perceived security, social influence, innovativeness, and promotional activities have positive and significant effects on intention to use, while perceived cost has a negative and significant effect. The model explains 69.9% of the variance in intention to use, with a Q² value of 0.642. The managerial implications emphasize the importance of strengthening security, improving service convenience, managing costs, fostering innovation, leveraging social influence, and optimizing promotional activities that are relevant to the characteristics of Generation Z. These findings indicate that integrating promotional activities extends the explanatory capability of the Extended Digital Payment Adoption Model in explaining digital wallet usage intention among Generation Z.
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