Pengaruh Daya Tarik Promosi, Presepsi Kemanfaatan dan Presepsi Kemudahan Terhadap Minat Penggunaan E-Wallet (Dana) Pada Mahasiswa Di Yogyakarta

This research is motivated by the rapid growth of financial technology (fintech) in Indonesia, particularly the increasing popularity of e-wallets as a modern payment method among the public, including university students. the digital generation, represent a Students in Yogyakarta, as part of potential user segment in adopting digital wallet applications such as DANA. research to gain a deeper understanding of in using such services. This study aims to analyze the influence of promotional appeal, perceived usefulness, and perceived ease of use on students’ interest in using the DANA e-wallet in Yogyakarta. the factors that influence their interest This research is a quantitative study with data collected through an online questionnaire distributed to 100 student respondents who use the DANA e-wallet in Yogyakarta. The sampling technique used was purposive sampling. Data analysis was conducted using multiple linear regression analysis, t-test, and F-test. The results of the variables of promotional appeal, perceived usefulness, and perceived ease of use have a significant influence on the interest in using the DANA e-wallet. Moreover, these three variables also have a simultaneous effect on students’ interest in using the DANA application. These findings indicate that effective promotions, perceived benefits, and ease of use are key factors in encouraging the sustainable use of the DANA e-wallet among students. the study show that, partially,