Pengaruh Kemudahan Penggunaan dan Promosi Cashback terhadap Perilaku Konsumsi dengan Nilai yang Dirasakan sebagai Variabel Mediasi pada Pengguna Dompet Digital
Studi Kasus: Pengguna Gopay Kalangan Generasi Z di Sidoarjo
DOI:
https://doi.org/10.55606/jupsim.v5i3.8009Keywords:
Cashback Promotion, Consumption Behavior, GoPay, Perceived Ease of Use, Perceived ValueAbstract
The development of e-wallet usage has driven changes in people's behavior in conducting digital transactions, particularly among Generation Z. This study aims to analyze the influence of Perceived Ease of Use and Cashback Promotion on Consumption Behavior, with Perceived Value as a mediating variable, among GoPay e-wallet users in Sidoarjo Regency. This research employs a quantitative approach with an explanatory research design. The sample consisted of 160 respondents selected using purposive sampling technique. Data were collected through the distribution of questionnaires using a five-point Likert scale and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.1.1.7 software. The results show that Perceived Ease of Use has a positive and significant effect on Perceived Value and Consumption Behavior. Cashback Promotion also has a positive and significant effect on Perceived Value and Consumption Behavior. In addition, Perceived Value has a positive and significant effect on Consumption Behavior and is proven to significantly mediate the influence of Perceived Ease of Use and Cashback Promotion on Consumption Behavior. The findings indicate that ease of application use and cashback promotions are able to increase users' Perceived Value, thereby driving an increase in the consumption behavior of GoPay users in Sidoarjo Regency.
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