Integrating Local Cultural Values (Tri Kaya Parisudha) into Digital Financial Behavior: An Empirical Study on Women’s E-Money Reuse Intention in Bali, Indonesia

Abstract

Financial inclusion remains a major challenge in developing countries, especially for women who often face barriers in accessing formal financial services. The rapid growth of digital payment systems such as electronic money (e-money) provides new opportunities for women's empowerment, but the level of adoption and sustainability of its use is not yet guaranteed. This study examines the role of local cultural values, particularly Tri Kaya Parisudha (Balinese Hindu philosophy regarding harmony between thoughts, words, and actions), in shaping women's intentions to reuse e-money in Bali, Indonesia. A survey was conducted on 400 female respondents in the Sarbagita region (Denpasar, Badung, Gianyar, Tabanan) and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS). The results show that Tri Kaya Parisudha does not have a direct effect on reuse intention, but it has a significant indirect effect through brand image. Religiosity was not proven to be a moderating variable. These findings emphasize the importance of brand image as a mechanism for translating local cultural values into consumer behavior in the context of digital finance. This study contributes to theory development through the integration of local wisdom with technology adoption models (TPB, TAM) and provides practical recommendations for policymakers, financial service providers, and women's empowerment programs.