International Journal of Research and Innovation in Social Science (IJRISS)
The Moderating Role if Islamic Marketing Mix (7ps) in Cashless Payment Adoption for Sustainable Digital Growth
Published November 19, 2025 • Vol. 9, Issue 10, pp. 7692–7707Open Access
DOI: 10.47772/IJRISS.2025.910000629
Abstract
E-wallets, QR payments, and online banking, among other cashless payment technologies, are transforming the financial sector, which is in line with the Sustainable Development Goals (SDG). However, there is low penetration of cashless payment adoption among Malaysians compared to other nations. The cashless system has more benefits, but not all customers or businesses want to use it, and some may find it hard to stop using cash. Thus, the objective of this concept is to propose a conceptual model that includes the elements that led Malaysians to embrace a cashless payment system. The Theory of Acceptance and Use of Technology 2 (UTAUT2) and the 7Ps of the Islamic Marketing Mix have been applied in this study. The proposed conceptual model in this study could play a fundamental role in enhancing economic development in Malaysia, particularly regarding cashless payment systems, and therefore provides opportunities for further empirical research.
Keywords: Adoption, Cashless Payment, Islamic Marketing Mix
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 10 |
| Pages | 7692–7707 |
| Publication date | November 19, 2025 |
| DOI | 10.47772/IJRISS.2025.910000629 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Nurin Sofiya Mohamad Nadzli, Muhamad Hasif Yahaya, & Izzah Nur Aida Zur Raffar (2025). The Moderating Role if Islamic Marketing Mix (7ps) in Cashless Payment Adoption for Sustainable Digital Growth. International Journal of Research and Innovation in Social Science (IJRISS), 9(10), 7692-7707. https://doi.org/10.47772/IJRISS.2025.910000629
BibTeX
@article{Nurin2025,
title = {The Moderating Role if Islamic Marketing Mix (7ps) in Cashless Payment Adoption for Sustainable Digital Growth},
author = {Nurin Sofiya Mohamad Nadzli and Muhamad Hasif Yahaya and Izzah Nur Aida Zur Raffar},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {10},
pages = {7692--7707},
year = {2025},
doi = {10.47772/IJRISS.2025.910000629},
publisher = {RSIS International}
}