Factors Influencing Mobile Payment Adoption Utilizing Extended UTAUT with a Case Study: Public Transportation Trans Jatim Buses

Mobile payment is widely used across sectors, but its adoption in Bus Trans Jatim remains low, with only 18% of passengers using it monthly in 2024. This study explores factors influencing users’ behavioral intention to adopt mobile payment by extending the UTAUT model, incorporating performance expectancy, effort expectancy, social influence, trust, and external factors like network externalities and promotional activities, with education and location as moderating variables. Using a quantitative approach and 432 valid responses collected via online questionnaires, data were analyzed through SEM with AMOS 22. The results show that five out of six variables significantly affect behavioral intention, except for promotional activities. Furthermore, education and location did not significantly moderate the relationships. This research contributes to technology adoption theory and offers practical guidance for transport providers to prioritize performance, ease of use, social influence, and trust in promoting mobile payment usage.