Pengaruh Diskon Dan Fitur Cashback Pada E-Wallet Terhadap Minat Transaksi Non-Tunai Mahasiswa

The Effect Of Discounts And Cashback Features On E-Wallets On Students' Interest In Non-Cash Transactions

Authors

  • Nenden Susilowati Universitas Negeri Yogyakarta
  • Hetika Precillia Anggraeni Universitas Negeri Yogyakarta
  • Aisa Bela Khurota Ayun Universitas Negeri Yogyakarta
  • Indah Puji Astuti Universitas Negeri Yogyakarta
  • Elve Dhesta Arfindha Universitas Negeri Yogyakarta

DOI:

https://doi.org/10.21831/jpai.v23i2.89844

Keywords:

Cashback, Diskon, E-Wallet, Teknologi Keuangan, Transaksi Non-Tunai

Abstract

Penelitian ini memiliki tujuan untuk mengkaji pengaruh diskon dan fitur cashback pada e-wallet terhadap minat mahasiswa S1 Pendidikan Ekonomi Fakultas Ekonomi dan Bisnis Universitas Negeri Yogyakarta dalam melakukan transaksi non-tunai. Latar belakang penelitian didasarkan pada semakin meningkatnya penggunaan e-wallet di kalangan mahasiswa seiring perkembangan teknologi digital dan strategi promosi yang semakin gencar dilakukan untuk mendorong transaksi non-tunai. Penelitian ini menerapkan pendekatan kuantitatif dengan metode korelasional. Sampel penelitian ini ditentukan dengan teknik purposive sampling yang melibatkan 115 mahasiswa sebagai responden. Instrumen pengumpulan data berupa kuesioner dengan skala likert, yang telah diuji terlebih dahulu untuk memastikan validitas serta reliabilitasnya. Hasil penelitian mengindikasikan bahwa secara simultan diskon dan cashback memberikan pengaruh positif serta signifikan terhadap minat mahasiswa dalam menggunakan transaksi non-tunai. Temuan ini memperkuat bahwa strategi promosi berbasis harga masih relevan sebagai upaya pemasaran digital yang efektif. Rekomendasi ditujukan bagi penyedia layanan e-wallet untuk terus memaksimalkan strategi promosi yang selaras dengan preferensi generasi muda, khususnya mahasiswa, melalui penyediaan diskon yang menarik serta cashback yang transparan, fleksibel, dan mudah diakses.

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Published

09/25/2025

How to Cite

Susilowati, N., Hetika Precillia Anggraeni, Aisa Bela Khurota Ayun, Indah Puji Astuti, & Elve Dhesta Arfindha. (2025). Pengaruh Diskon Dan Fitur Cashback Pada E-Wallet Terhadap Minat Transaksi Non-Tunai Mahasiswa: The Effect Of Discounts And Cashback Features On E-Wallets On Students’ Interest In Non-Cash Transactions. Jurnal Pendidikan Akuntansi Indonesia, 23(2), 47–60. https://doi.org/10.21831/jpai.v23i2.89844

Issue

Vol. 23 No. 2 (2025): Jurnal Pendidikan Akuntansi Indonesia

Section

Articles

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Copyright (c) 2025 Nenden Susilowati, Hetika Precillia Anggraeni, Aisa Bela Khurota Ayun, Indah Puji Astuti, Elve Dhesta Arfindha

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