The role of social media in the acceptance of fintech among entrepreneurial students at University Malaysia Kelantan (UMK)

In the era of rapid digitization in the economy, the existence of financial technology growth, cashless transactions have increased with widespread use. Therefore, FinTech consists as an important element because it is a service that has been provided to facilitate customers in doing business and doing online transactions and customers can access it quickly. This research delves into the factors that influence the acceptance of FinTech services among students of the Faculty of Entrepreneurship and Business (FEB). Using the Integrated Technology Acceptance and Use Theory (UTAUT), a quantitative method was used, using a Google Form with 351 respondents. The Statistical Package for Social Science (SPSS) software was used in this study to evaluate the data using descriptive, reliable and Pearson correlation methods. The findings show that availability of hardware and software has the most significant impact on FinTech adoption, followed by social media, ease of use and enhanced customer engagement. This vision emphasizes the need to raise student awareness, foster greater acceptance of integrating FinTech into their daily lives. The study recommends that FinTech companies, especially those targeting students, focus on developing safer services and designing better products to contribute to the transition towards a cashless society.