Pengaruh Daya Tarik Promosi dan E-Service Quality terhadap Keputusan Penggunaan Layanan Dompet Digital DANA pada Generasi Z di Kota Tangerang Selatan

Abstract

The rapid development of digital technology has driven the increasing use of digital wallet services in Indonesia, one of which is DANA, which is widely used by Generation Z. This study aims to analyze the influence of Promotional Attractiveness and E-Service Quality on the Decision to Use the DANA Digital Wallet service among Generation Z in South Tangerang City, both partially and simultaneously. This study used a quantitative approach with a purposive sampling technique of 130 Generation Z respondents in South Tangerang City who had or were currently using the DANA digital wallet service. Data were collected through an online questionnaire and analyzed using SPSS version 25. The results showed that Promotional Attractiveness partially had a positive and significant effect on the Decision to Use, contributing 21,75% (t-test 3.861% > t-table 1.978, significan 0.000). E-Service Quality also partially had a positive and significant effect, contributing 25,34% (t-test 4.391 > t-table 1.978, sig. 0.000). Simultaneously, both variables significantly influenced the User Decision, contributing 47.1% (f-test 56.583 > f-table 3.07%, sig. 0.000), while the remaining 52.9% was influenced by other factors outside this study.