The Behavior of Milennial and Z Muslim Generations in Using LinkAja Syariah: UTAUT 2 Approach A.Jajang W. Mahri (a*), Aneu Cakhyaneu (a), Rizki Aprilia Primardani (a)
a) Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No. 229 Bandung, Indonesia
*ajajangwmahri[at]upi.edu
Abstract
This research is based on the phenomenon of changes in using payment methods where this can change people^s behavior in using non-cash payments such as digital wallets. Digital wallet users are dominated by millennial and z generation users where sharia digital wallets such as LinkAja Syariah are still less competitive than the conventional digital wallets. This study was conducted to examine a person^s behavior in using LinkAja Syariah in West Java and the factors that influence it using the theory of Unified Theory of Acceptance and Use Technology (UTAUT) 2. The method used was a quantitative method and the data analysis technique used was Partial Least Square-Structural Equation Modeling (PLS-SEM) through SmartPLS software. The subjects of this study were millennial and z Muslim generations in West Java with a total sample of 260 respondents. The results of the descriptive study showed that the variables of performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, behavioral intention, and use behavior of LinkAja Syariah showed high category. The results of the research hypothesis test showed that the variables of social influence, price value, and habit have a significant and significant effect on interest in using LinkAja Syariah. Meanwhile, the variables of habit and behavioral intention to use LinkAja Syariah have a significant and significant effect on behavior using LinkAja Syariah. The practical implications of this research is that related stakeholders can increase eccentric motivation, ease of use, trust, control, enjoyment, and habits toward interest and behavior. The theoretical implication of this research is the futures of the study to strengthen the theory of interest and behavior in using technology that its use is influenced by the desires, expectations of users and the tendency of users to access.
