Evaluating the Effectiveness of Voucher Utilization in Influencing Decisions to Use Digital Payment in E-Commerce

Recent advancements in information technology have markedly reshaped the business landscape, especially through the proliferation of e-commerce platforms and the widespread adoption of digital payment systems, this is especially apparent with the rise of e-commerce and the widespread use of digital payment methods. This study examines the role of voucher utilization in shaping consumer decisions to use digital payment methods in e-commerce transactions. Through a quantitative approach, 413 respondents from Jakarta and Tangerang were surveyed, focusing on the impact of discount vouchers, cashback offers, and free shipping incentives. The research is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, analyzing key factors such as facilitating conditions, performance expectancy, and perceived usefulness. The results from Partial Least Squares Structural Equation Modeling (PLS-SEM) reveal that these factors positively influence behavioral intention, with vouchers acting as a significant motivator for adopting digital payments. The study highlights how strategic incentives not only enhance the convenience and attractiveness of digital transactions but also contribute to customer loyalty and satisfaction. The findings emphasize the importance of integrating promotional vouchers into digital payment platforms to drive consumer engagement and foster growth in e-commerce. Future study may investigate larger samples and incorporate additional variables to further enhance the understanding of consumer behavior in the digital economy.