ANALYSIS OF E-WALLET MARKET POTENTIAL FOR STUDENTS AT ITB INDRAGIRI

Abstract

The development of financial technology has changed the pattern of community transaction behavior, especially through the adoption of digital wallets (e-wallet). This study aims to analyze the effect of promotion, ease of access, and comfort of the interests of the Indragiri Business Technology Institute (ITB) in using e-wallet. The research method used is a quantitative approach with multiple linear regression analysis of 100 student respondents from the year of 2024 selected through stratified random sampling techniques. The results showed that promotion had no significant effect on the potential of using e-wallet, while ease of access and comfort had a positive and significant effect. Comfort is the most dominant variable in shaping interest. The coefficient of determination (R²) of 0.603 shows that 60.3% variations of interest can be explained by the three variables. This finding confirms the importance of user experience and ease of transactions in encouraging e-wallet adoption among digital generations. The implications of this study show the need for a shift in the focus of the promotional strategy from mere incentives to increasing the value of application use