The Effect of Convenience and Promotion on Generation Z's Consumer Behavior: A Study of DANA Digital Wallet Users (Case Study on Sharia Economics Students of IAIN Syekh Nurjati Cirebon)

The rapid development of Industry 4.0 technology will certainly influence the development of various sectors in the world, one of which is the financial sector. This is marked by the emergence of a cashless society, namely a group of people who no longer use cash in transactions or payments. The increasing development of payment transaction technology can be done online or non-cash, this has made the use of digital wallets immediately rise in popularity. This study aims to analyze the ease of use and in transactions. This study uses a descriptive quantitative research type. The population in this study were 839 students majoring in Sharia Economics IAIN Syekh Nurjati Cirebon. The sampling technique used Slovin and obtained results of 89 respondents. Using the Purposive Sampling method. The results of the study show that the convenience variable has a significance value of 0.000 <0.05, meaning that convenience has a significant positive effect on consumer behavior and the promotion variable has a significance value of 0.000 <0.05, meaning that promotion has a significant positive effect on consumer behavior and simultaneously a significance value of 0.000 <0.05, meaning that convenience and promotion together have a significant positive effect on consumer behavior in generation Z.