Peran Shopee-SeaBank dalam mendorong inklusi keuangan berkelanjutan generasi Z

Aldila Air Sona; Imam Mukhlis

doi:10.26740/jupe.v14n3.p399-412

Authors

Aldila Air Sona Universitas Negeri Malang
Imam Mukhlis Universitas Negeri Malang

DOI:

https://doi.org/10.26740/jupe.v14n3.p399-412

Keywords:

Consumer Behavior, Financial literacy, Digital banking, E-commerce, Digital Payment

Abstract

The convergence of digital banking and e-commerce platforms has reshaped Generation Z’s transaction behavior. However, easier access to digital financial services does not automatically result in prudent and sustainable financial service use. This study investigates how consumer behavior, financial literacy, and users’ trust in digital banking services influence sustainable financial inclusion by positioning Shopee-SeaBank adoption as a mediating variable. Employing an explanatory quantitative design, this study involved 183 Generation Z respondents from Malang City and the data were processed through SEM-PLS. The empirical findings reveal that consumer behavior, financial literacy, and trust in digital banking significantly and positively contribute to sustainable financial inclusion as well as Shopee-SeaBank adoption. Shopee-SeaBank adoption also exerts a positive influence on sustainable financial inclusion while serving as a partial mediator in the relationships linking the three antecedent variables to sustainable financial inclusion. The novelty of this study lies in positioning Shopee-SeaBank as an integrated pathway between digital banking and e-commerce, with implications for strengthening digital financial literacy, user trust, and prudent consumption behavior among Generation Z.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. doi:10.1016/0749-5978(91)90020-T

Alya, L., Yusuf, A., Naufal, A., Arief, M., Faishal, M., Wildan, M., & Nizar, A. (2024). Generation Z and Indonesian social commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. doi:10.1016/j.joitmc.2024.100256

Amnas, M. B., & Selvam, M. (2024). Fintech and financial inclusion: Exploring the mediating role of digital financial literacy and the moderating influence of perceived regulatory support. Journal of Risk and Financial Management, 17(3), 108. doi:10.3390/jrfm17030108

Andriani, S. (2025). Inklusi keuangan: Dampak literasi keuangan, literasi keuangan digital dan financial technology pada mahasiswa. JEBI Jurnal Ekonomi dan Bisnis Indonesia, 9(2), 12–17.

Aracil, E., Fernández-Méndez, L., Roch-Dupré, D., & Fuertes, F. J. (2025). Trust and financial inclusion: A literature review with reference to the digital transformation. Heliyon, 11(16), e44128. doi:10.1016/j.heliyon.2025.e44128

Dewi, N., & Furqan, R. H. (2025). How does financial inclusion mediate the impact of fintech usage on consumer behavior? KEUNIS, 13(2), 161–175. doi:10.32497/keunis.v13i2.6423

Fitri, A. M., Haq, A., Febrianny, R. A., Handayani, P. W., & Fitriani, H. (2024). Bridging digital bank and e-commerce: A study on customer experience and reuse intention in integrated digital payment system. Journal of Infrastructure, Policy and Development, 8(15), 10271. doi:10.24294/jipd10271

Fitriati, A., Tubastuvi, N., Mudjiyanti, R., Wahyuni, S., & Ibarra, V. C. (2024). Mobile banking acceptance model for Generation Z: The role of trust, self-efficacy, and enjoyment. Journal of Accounting and Investment, 25(3), 1109–1132. doi:10.18196/jai.v25i3.21639

Gallego-Losada, M., Montero-Navarro, A., García-Abajo, E., & Gallego-Losada, R. (2023). Digital financial inclusion: Visualizing the academic literature. Research in International Business and Finance, 64, 101862. doi:10.1016/j.ribaf.2022.101862

Ghozali, I., & Kusumadewi, K. A. (2023). Partial least squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 4.0 untuk penelitian empiris (1st ed.). Semarang: Yoga Pratama.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: SAGE Publications.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Cham, Switzerland: Springer. doi:10.1007/978-3-030-80519-7

Jagapur, S. M., & Vinay, K. S. (2025). Impact of digital payments on consumer spending behavior. International Journal of Research Publication and Reviews, 6(6), 7632–7640.

Jamil, S. A. N., Nandang, & Yusup Ismail. (2025). Pengaruh produk terhadap keputusan penggunaan fitur SeaBank Bayar Instan melalui promosi pada pengguna Shopee di Tasikmalaya. Jurnal Minfo Polgan, 14(2), 1976–1986. doi:10.33395/jmp.v14i2.15229

Khalid, S. (2024). How to choose a sampling technique and determine sample size for research: A simplified guide for researchers. Oral Oncology Reports, 12, 100662. doi:10.1016/j.oor.2024.100662

Klapper, L. (2024). Expanding financial inclusion through digital financial services: A literature review. World Bank Policy Research Working Paper, 11008, 1–20.

Ly, R., & Ly, B. (2024). Digital payment systems in an emerging economy. Computers in Human Behavior Reports, 16, 100517. doi:10.1016/j.chbr.2024.100517

Niankara, I., & Traoret, R. I. (2023). The digital payment-financial inclusion nexus and payment system innovation within the global open economy during the COVID-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 9, 100173. doi:10.1016/j.joitmc.2023.100173

Nogueira, M. C., Almeida, L., & Tavares, F. O. (2025). Financial literacy, financial knowledge, and financial behaviors in OECD countries. Journal of Risk and Financial Management, 18(3), 167. doi:10.3390/jrfm18030167

OECD. (2025). Supporting informed and safe use of digital payments through digital financial literacy. Paris, France: OECD Publishing. doi:10.1787/21de47d1-en

Otoritas Jasa Keuangan, & Badan Pusat Statistik. (2024). Hasil survei nasional literasi dan inklusi keuangan tahun 2024. Jakarta, Indonesia: Otoritas Jasa Keuangan & Badan Pusat Statistik.

Ozili, P. K. (2018). Impact of digital finance on financial inclusion and stability. Borsa Istanbul Review, 18(4), 329–340. doi:10.1016/j.bir.2017.12.003

Panos, G. A., & Wilson, J. O. S. (2020). Financial literacy and responsible finance in the fintech era: Capabilities and challenges. The European Journal of Finance, 26(4–5), 297–301. doi:10.1080/1351847X.2020.1717569

Ridwan, M., Puspitasari, R., Winarsih, T., Wangsih, I. C., & Sudarmanto, E. (2025). The effect of digital banking adoption, trust in fintech, perceived security, and customer satisfaction on financial inclusion in Indonesian banking. West Science Business and Management, 3(1), 158–168. doi:10.58812/wsbm.v3i01.1794

Senyo, P. K., & Osabutey, E. L. C. (2020). Unearthing antecedents to financial inclusion through fintech innovations. Technovation, 98, 102155. doi:10.1016/j.technovation.2020.102155

Setiawan, M., Effendi, N., Santoso, T., & Dewi, V. I. (2020). Digital financial literacy, current behavior of saving and spending and its future foresight. Economics of Innovation and New Technology, 1–19. doi:10.1080/10438599.2020.1799142

Sharma, U., & Changkakati, B. (2022). Dimensions of global financial inclusion and their impact on the achievement of the United Nations Development Goals. Borsa Istanbul Review, 22(6), 1238–1250. doi:10.1016/j.bir.2022.08.010

Shen, Y., Hueng, C. J., & Hu, W. (2020). Using digital technology to improve financial inclusion in China. Applied Economics Letters, 27(1), 30–34. doi:10.1080/13504851.2019.1606401

Singh, A. S., Ambarkhane, D., Venkataramani, B., & Bharti, N. (2025). Developing a model for sustainable financial inclusion through systematic review: A PRISMA approach. Cogent Economics & Finance, 13(1), 2529532. doi:10.1080/23322039.2025.2529532

Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Harlow, England: Pearson.

Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D. Bandung: Alfabeta.

Suryana, E. O., & Mirati, R. E. (2025). Pengaruh kepercayaan dan promosi penjualan terhadap minat menggunakan layanan SeaBank (studi kasus: Pengguna Shopee). Prosiding Seminar Nasional Akuntansi dan Manajemen, 6, 1–9.

Tay, L., Tai, H., & Tan, G. (2022). Digital financial inclusion: A gateway to sustainable development. Heliyon, 8(6), e09766. doi:10.1016/j.heliyon.2022.e09766

Usman, B., Rianto, H., & Aujirapongpan, S. (2025). Digital payment adoption: A revisit on the theory of planned behavior among the young generation. International Journal of Information Management Data Insights, 5(1), 100319. doi:10.1016/j.jjimei.2025.100319

Verawati, L., Anwar, M. S., & Afiati, L. (2024). Intention to use mobile banking application: Empirical evidence from Indonesia. The International Journal of Business Review (The Jobs Review), 7(1), 29–40. doi:10.17509/tjr.v7i1.67684

Widyastuti, U., Respati, D. K., Dewi, V. I., & Mukti, A. (2024). The nexus of digital financial inclusion, digital financial literacy and demographic factors: Lesson from Indonesia. Cogent Business & Management, 11(1), 1–9. doi:10.1080/23311975.2024.2322778

World Bank. (2014). Financial inclusion. In Global financial development report (pp. 1–203). Washington, DC: World Bank.

Yang, J., Wu, Y., & Huang, B. (2023). Digital finance and financial literacy: Evidence from Chinese households. Journal of Banking and Finance, 156, 107005. doi:10.1016/j.jbankfin.2023.107005

Yue, P., Gizem, A., Yin, Z., & Zhou, H. (2022). The rise of digital finance: Financial inclusion or debt trap? Finance Research Letters, 47, 102604. doi:10.1016/j.frl.2021.102604