The Influence of Cultural Collectivism on Digital Payment Adoption in Kupang City (Case Study of Nusa Cendana University Students)
Keywords:
Cultural Collectivism, User Trust, Social Influence, Digital Payment AdoptionAbstract
This study aims to analyze the influence of cultural collectivism on the adoption of digital payments among students at Nusa Cendana University, Kupang. The research method used was quantitative with an associative approach. The population in this study were students at Nusa Cendana University, Kupang. The sampling technique used non-probability sampling with accidental sampling, resulting in a sample of 390 respondents. Data were collected through a questionnaire using a Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.1 software. The results showed that cultural collectivism has a positive and significant effect on user trust and digital payment adoption. User trust was also shown to mediate the relationship between cultural collectivism and digital payment adoption. However, social influence did not moderate the relationship between cultural collectivism and digital payment adoption.
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References
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