Shaping Cashless Behavior in Higher Education: Social-Benefit Dynamics in Mobile Payment Intention


Authors

(1) * Muhamad Furqon   (UIN Maulana Malik Ibrahim Malang)  
        Indonesia
(2)  Elok Azimatuz Zahroh   (UIN Maulana Malik Ibrahim Malang)  
        Indonesia
(*) Corresponding Author

Abstract


The rapid growth of mobile payment systems has reshaped financial behavior, particularly among young digital users in higher education environments. This study aims to examine the effects of social influence, perceived convenience, and economic benefit on mobile payment intention among university students, as well as the mediating role of social image. A quantitative explanatory design was employed, involving 350 undergraduate students with prior experience using QRIS-based mobile payment services. Data were collected through structured questionnaires and analyzed using multiple linear regression and mediation analysis. The results show that all variables significantly influence mobile payment intention, with perceived convenience as the strongest predictor (β = 0.33), followed by economic benefit, social influence, and social image. Social image partially mediates the relationship between social influence and intention. This study extends the UTAUT2 model by integrating social-symbolic dimensions, offering insights for improving digital payment adoption strategies in educational settings.



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