Cokki

Due to the coronavirus pandemic, electronic wallets have emerged as a preferred alternative to traditional payment methods, mitigating physical touch concerns. This research aims to investigate the effects of security, health, and other determinants on the intention of Generation X’s members living in Java Island, Indonesia, to adopt electronic wallets in the post-pandemic era. Addressing the empirical gaps, this research examines how perceived ease of use may determine the attitude and intention to use electronic wallets, introducing novel considerations of security and health based on the Technology Acceptance Model. To collect the data, this research used the survey method by distributing the questionnaires. This research collected 363 valid responses. A partial least squares structural equation modeling method was used. The results confirmed that perceived ease of use and perceived compatibility positively affect perceived usefulness (p < 0.05). Perceived usefulness, security, and health aspects were found to positively affect attitude (p < 0.05). Security, perceived usefulness, and attitude were also confirmed to positively affect the intention to use electronic wallet (p < 0.05). This research further found that perceived ease of use had an insignificant effect on both attitude and intention to use electronic wallet (p > 0.05). Based on the testing of the mediating effect, this research confirmed that both security and health aspects positively affect the intention to use electronic wallet through attitude (p < 0.05). Furthermore, perceived compatibility was not found to affect intention to use electronic wallet through perceived ease of use (p > 0.05).

The increasing use of virtual influencers in marketing has opened new avenues for product placement strategies on social media. This study investigates how virtual influencer product placement affects brand recall and brand salience among university students in Jakarta and Yogyakarta, representing diverse economic and cultural segments in Indonesia. Data were collected from students at Universitas Tarumanagara [Tarumanagara University], Universitas Trisakti [Trisakti University], and Universitas Krida Wacana [Krida Wacana University] in Jakarta, and Universitas Negeri Yogyakarta [Yogyakarta State University] and Universitas Gadjah Mada [University of Gadjah Mada] in Yogyakarta. Jakarta, the country’s economic hub, represents a high-income urban consumer market, whereas Yogyakarta reflects a more cost-conscious and service-oriented shopping culture. A pre-test and post-test experimental design without a control group was employed, featuring Instagram content from the virtual influencer “Allysa Gladys” promoting Nike and Gucci products. The study involved 319 university students from Jakarta and 211 from Yogyakarta. The results showed a significant increase in brand recall and brand salience after exposure. In Jakarta, brand recall for Gucci increased from 0.6050 to 0.7994 (p < 0.01) and for Nike from 0.8527 to 0.9248 (p < 0.01). In Yogyakarta, Nike’s brand recall rose from 0.4737 to 0.9617 (p < 0.01), while Gucci’s recall increased from 0.5762 to 0.8190 (p < 0.01). Brand salience also showed improvement, with Nike in Jakarta (p < 0.01) and Yogyakarta (p < 0.01) showing a stronger effect than Gucci in both cities (p < 0.01). These findings demonstrate that product placement via virtual influencers effectively enhances brand awareness.

Acknowledgment
This research was funded by the Directorate General of Higher Education, Research, and Technology – Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia, through the Regular Fundamental Research scheme (Number: 829/LL3/AL.04/2024). The authors would like to express their gratitude to Angely Olivia Putri and Fransisca Tiffany for their assistance during the research process.