The emergence of many conveniences in using digital wallets are the goal in this study, namely to determine the effect of the three components of financial literacy on the financial satisfaction of digital wallet users in Generation Z. The three components of financial literacy consist of financial behaviour, financial attitude and financial knowledge. This study uses a quantitative descriptive analysis method, with purposive sampling method for determining the population that consist of 40,000 ShopeePay Indonesia Twitter account followers and a sample of 380 ShopeePay Indonesia Twitter account followers. Data collection techniques use literature and questionnaires with Likert scale techniques. The analysis technique in this study uses multiple linear regression analysis with SPSS 24 software tools for windows. The results showed that the financial behaviour variable (X1) had no partial effect on financial satisfaction. While the variables of financial attitude (X2) and financial knowledge (X3) have partial effect on financial satisfaction. The variables of financial behaviour, financial attitude, and financial knowledge simultaneously affect the financial satisfaction of Shopeepay digital wallet users in Generation Z. Therefore, there are need a development in this research and can be used as theoretical support, especially in the financial literacy component.

IntroductionHalal tourism has become one of the trends in the tourism industry, including in Indonesia. However, the research on character education-based halal tourism is still limited in number. ObjectivesThis study aims to analyze the impact of the 9P's of the Marketing Mix strategy on purchasing decisions at PT Gaido Travel & Tours, Kudus Branch, a provider of character education-based halal tourism services. MethodThis quantitative study uses convenience sampling to collect data from of 100 prospective customers who expressed interest in PT Gaido Travel & Tours, Kudus Branch, services. The questionnaire utilized a five-point Likert scale, ranging from 1 to 5, to capture participants' perceptions and opinions related to the research variables. ResultsThe result shows that all the variables ie. product, price, promotion, place, physical evidence, people, processes, productivity, and priority, positively influence purchasing decisions both individually and simultanously. Furthermore, the model in this study can explain approximately 60.6% of the variation in purchasing decision of character education-based halal tourism services. ImplicationsThe company to uphold exemplary customer service and continuously enhance the execution of the 9P's of Marketing Mix strategy. This entails fostering a culture where employees are attentive to customer needs and refining the price strategy by incorporating enticing features that aligns with industry standards.Originality/NoveltyThis study provides insights on how 9Ps of the Marketing Mix strategy can be implemented for a character education-based halal tourism services provider.