Pitri Yanti

Type of the article: Research Article

Abstract
The rapid expansion of digital banking services has increased concerns regarding excessive and uncontrolled user behavior, particularly impulsive and compulsive usage patterns. This study aims to examine the effect of perceived ease of use (PEU) and perceived usefulness (PU) on compulsive digital banking behavior, with impulsive usage (IU) as a mediating mechanism. A quantitative approach was employed using a survey of 348 active users of digital banking applications, specifically Bank Jago and Allo Bank, selected through purposive sampling based on their experience in digital financial transactions. Data were collected online between April and June 2025 to reflect current digital banking behavior. The results show that PEU (β = 0.511, p < 0.001) and PU (β = 0.523, p < 0.001) significantly influence impulsive usage. Furthermore, PEU (β = 0.187, p < 0.001) and PU (β = 0.511, p < 0.001) have significant direct effects on compulsive usage, while impulsive usage also has a positive but relatively small effect on compulsive usage (β = 0.140, p = 0.021). These findings indicate that perceived usefulness plays a more dominant role in driving compulsive behavior compared to perceived ease of use. The study highlights that while digital banking systems enhance efficiency and user engagement, they may also increase behavioral intensity and potential risks related to excessive usage. Therefore, digital banking providers should integrate system performance with responsible design strategies, such as behavioral control mechanisms, to support sustainable financial behavior.

Acknowledgment
The authors would like to express their sincere gratitude to Universitas Pendidikan Indonesia and Universiti Kebangsaan Malaysia for the academic support and facilities provided during the course of this research. We also extend our appreciation to all respondents who participated in the survey and contributed valuable insights. Finally, we acknowledge the constructive feedback from colleagues and reviewers, which greatly helped in improving the quality of this paper.

Type of the article: Research Article

Abstract
Despite increasing environmental awareness, many Generation Z consumers fail to translate pro-environmental attitudes into actual purchasing behavior, creating a persistent green gap in the cosmetics market. This study examines how Green Brand Positioning (GBP) and Green Perceived Value (GPV) influence Green Purchase Intention (GPI) through Attitude Toward Green Brand (ATGB), as well as the moderating role of Green Trust (GT). A quantitative cross-sectional survey was conducted among 384 Indonesian Generation Z consumers who had purchased green cosmetic products within the previous six months. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that both GBP and GPV exert a significant positive influence on ATGB, with GBP proving to be the most influential driver. Attitude toward green brand is the strongest predictor of green purchase intention and significantly mediates the effects of green brand positioning and green perceived value on purchase intention. Although green trust does not directly influence purchase intention, it strengthens the relationship between green perceived value and purchase intention. The results underscore the critical role of positive brand evaluations in bridging the gap between sustainability perceptions and purchase intentions. The study provides practical implications for green cosmetic companies by emphasizing credible environmental positioning, meaningful value communication, and trustworthy sustainability practices.

Acknowledgment
This research was supported by the Indonesian Education Scholarship (Beasiswa Pendidikan Indonesia), the Centre for Higher Education Funding and Assessment (Pusat Pembiayaan dan Asesmen Pendidikan Tinggi/PPAPT), the Indonesia Rise Scholarship (Beasiswa Indonesia Bangkit) of the Ministry of Religious Affairs of the Republic of Indonesia, the Indonesian Endowment Fund for Education (Lembaga Pengelola Dana Pendidikan), and the Ministry of Higher Education, Science and Technology (Kementerian Pendidikan Tinggi, Sains dan Teknologi/Kemdiktisaintek) under Grant numbers 02430/BPPT/BPI.06/9/2023, B-3879.11/Dt.I.III/PP.04/08/2023, and 0042/BPPT/BPI.06/9/2023. The authors also acknowledge Universitas Pendidikan Indonesia for academic guidance and Telkom University for institutional support.