Bridging the Communication Gap: Socio-Cultural Barriers to Financial Technology Adoption among Unbanked Women in Rural Areas

Abstract

The low level of digital financial inclusion among rural women classified as unbanked indicates a significant communication gap in the financial technology adoption process. This study aims to construct a digital and social communication strategy model to support the implementation of digital financial inclusion for this group. The research employed a sequential explanatory mixed-methods design, involving 250 respondents in the quantitative phase analyzed using SEM-PLS, and 30 participants in the qualitative phase through in-depth interviews and focus group discussion (FGD) conducted in Garut Regency. The result show that digital literacy, perceived security, infrastructure readiness, policy support, and socio-cultural factors significantly influence financial technology (fintech) adoption. Qualitative findings reveal that the main barriers include women’s willingness to use QRIS and e-wallets. This study confirms the importance of optimizing local communication networks, such as PKK cadres and arisan groups, as opinion leaders to accelerate innovation diffusion and expand digital financial inclusion in rural areas.