Niat Terus Menggunakan e-Wallet pada Generasi Z di Bali: Peran Nilai Utilitarian dan Gamifikasi

Abstract

The development of e-wallet technology has become a significant phenomenon for Generation Z, who grew up in the digital era. Practical values and gamification influence the acceptance and use of e-wallets in these applications. This study aims to understand how valuable values ​​and gamification influence attitudes and continued intention to use e-wallets in Generation Z. This study uses a quantitative approach with a sample of 140 e-wallet users in Bali, using a purposive sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The analysis results show that utilitarian values ​​have a positive and significant effect on attitudes and continued intention to use e-wallets in Generation Z. Conversely, the effect of gamification on continued intention to use is not essential. However, it has a positive impact on user attitudes towards e-wallets. This finding implies the importance of considering utilitarian values ​​in e-wallet development to increase user adoption and retention. While gamification can improve user attitudes towards e-wallets, its effect on continued intention to use is more complex and not always significant. This research provides insight into the factors influencing e-wallet acceptance among Generation Z, highlighting the importance of marketing and development strategies that focus on efficiency and convenience of use and the integration of gamification elements that suit young users' preferences.