Navigating the Digital Peso: The Influence of Social Media Marketing and Technology on E-wallet Adoption for Business Owners in San Jose, Batangas

The Philippines is undergoing a significant digital transformation, with electronic transactions accounting for over 57% of total retail payment volume in 2024, a trend driven by national policy and a tech-savvy population. While this indicates a national shift towards a cashless society, a significant paradox exists at the micro-enterprise level, where a majority of small business owners express a reluctance to adopt e-wallets, citing ingrained habits and a perception that the technology may not significantly improve their business performance. This study addresses this gap by investigating the phenomenon of e-wallet adoption in the unique local context of San Jose, Batangas, a municipality characterized by its dominant agricultural economy as the "Egg Basket of the Philippines" and its contrasting digitally-advanced local government. The study examines the dual influence of social media marketing and technological factors on the behavioral intention of business owners to use e-wallets. The study seeks to determine how social influence and technological attributes like perceived ease of use and security can overcome documented resistance to change. The study reveals that e-wallet adoption in San Jose, Batangas, is driven by a powerful synergy of social influence, technical utility, and structural support, with social media marketing acting as the primary catalyst for shaping a positive digital mindset. Regression analysis confirms that while performance expectancy is the strongest motivator, the presence of reliable facilitating conditions is critical for translating intention into actual business practice. It is recommended that e-wallet providers shift toward community-centric strategies using local "social anchors," while the local government should institutionalize digital norms through infrastructure improvements and business incentives like permit discounts for cashless-ready stalls.