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Submitted
Nov 23, 2024
Accepted
Feb 3, 2025
Published
Feb 3, 2025
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Abstract

This study explores how e-wallets promote financial inclusion in Besitang, a non-metropolitan Indonesian city. We investigate the influence of features, promotions, and brand image on e-wallet purchasing decisions. A quantitative survey targeting 100 smartphone-owning workers and students was conducted. Analysis revealed that all three factors (features, promotions, and brand image) have a significant positive impact on e-wallet usage (p < 0.05). Together, they explain 80.7% of the variation in purchasing decisions, highlighting their crucial role in e-wallet adoption. These findings emphasize the importance of e-wallet providers implementing innovative features, attractive promotions, and a strong brand image to drive financial inclusion in non-metropolitan areas. The study offers valuable insights for e-wallet companies and opens avenues for further research on e-wallet adoption drivers.

Keywords

Financial Inclusion E-Wallets Non-metropolitan Purchase Behavior

Article Details

How to Cite
Kurlillah, A., Munadiati, M., Safarida, N., Maulana, Z., & Hafiza, A. (2025). Financial Inclusion Through E-Wallets: A Besitang Case Study On Promotions, Brand Image And Purchase Behavior. J-EBIS (Jurnal Ekonomi Dan Bisnis Islam), 9(2), 307-332. https://doi.org/10.32505/j-ebis.v9i2.9897

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