Enhancing Gen Z Customer Decision Through Gamification Marketing , Peer Influence and User Experience in E-Wallet

Abstract— Gen Z's rapid adoption of digital payments in Indonesia highlights the importance of digital marketing strategies. While gamification has minimal direct influence on e-wallet adoption, peer recommendations and user experience are increasingly critical factors. This study investigates how these characteristics influence Gen Z's e-wallet adoption behavior using a quantitative research approach with Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results imply that e-wallet providers ought to give top priority to improving the user experience by streamlining app interfaces and guaranteeing smooth operation, as well as utilizing peer networks through referral programs. Despite not having a direct impact on consumer choices, gamification's indirect contribution to engagement and brand recognition is nevertheless worthwhile and may be investigated as an additional tactic. Future research should examine the long-term effects of user experience and peer influence on customer loyalty and broaden the focus to include more demographic groups in order to gain a more thorough understanding. This study offers useful information for companies looking to improve their market position among the tech-savvy Gen Z demographic in Indonesia's cutthroat e-wallet sector. Keywords—Digital Marketing, E-Wallet, Gen Z, Customer Decision, Peer Influence, Gamification, User Experience