TA DIGITAL
Factors Influencing the Use of Gopay as the Primary Digital Wallet among Univeristy Students in Semarang (the Role of Perceived Ease of Use, Security, and Cashback Promotions) = Factors Influencing the Use of Gopay as the Primary Digital Wallet among Univeristy Students in Semarang (the Role of Perceived Ease of Use, Security, and Cashback Promotions)
This research aims to quantitatively analyze the influence of Perceived Ease of Use, Security, and Cashback Promotions on the decision of university students in Semarang to use GoPay as their primary digital wallet. It addresses the gap in the Indonesian digital wallet market where, despite positive perceptions of GoPay as user-friendly and secure, actual adoption as the main wallet among students remains limited. The research seeks to identify the most dominant factors influencing this decision-making process.
The study employs a quantitative causal research design. Data were collected through a structured online questionnaire distributed to university students in Semarang. Using purposive sampling, a valid sample of 150 active GoPay users was obtained. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to test the measurement model’s validity and reliability, and to evaluate the structural model’s path coefficients and explanatory power.
The results show that the three independent variables collectively explain 57.5% of the variance in the usage decision (R2=0.575). Cashback Promotion has the strongest positive and significant influence, followed by Security, which also has a significant positive effect. Perceived Ease of Use was not statistically significant, indicating that for digital-native students, ease of use is a basic “hygiene factor.” Tangible financial incentives and strong security assurances emerge as the primary drivers of loyalty and preference toward GoPay.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah