Analysis of Factors Influencing the Adoption of Bank Mega’s Gen-Z Credit Card in the Cashless Society Era

The development of the cashless society era has driven shifts in financial transaction behavior, particularly among Generation Z, who tend to prefer digital services. However, credit card adoption in this segment remains relatively low, highlighting the need to analyze the factors influencing the intention to use Bank Mega’s Gen-Z credit card. This study examines the effects of security, privacy, and reputation on attitude and intention, with perceived risk and trust serving as mediating variables. A quantitative approach using SEM–PLS was applied to 400 Gen-Z respondents aged 18–27 years residing in Jakarta. The findings reveal that all variables fall into the “very good” category, indicating positive perceptions of security, privacy, reputation, and product reliability. Security, privacy, and reputation significantly enhance trust, while privacy also reduces perceived risk. Conversely, security and reputation do not significantly influence perceived risk. Furthermore, trust has a positive and significant effect on both attitude and intention. Perceived risk influences attitude but does not directly affect intention. Attitude significantly influences intention, suggesting that a positive attitude is a key determinant of Gen-Z’s adoption intention. Overall, the results underscore the importance of strengthening security, privacy, reputation, and risk management in building Gen-Z’s trust. These insights provide strategic implications for Bank Mega in designing more effective marketing approaches tailored to the characteristics of younger consumers.