PENGARUH PERCEIVED EASE OF USE, DIGITAL PROMOTION, DAN SOCIAL INFLUENCE TERHADAP USAGE DECISION QRIS PADA GENERASI Z DI JABODETABEK

MUHAMMAD RAIHAN RAFIQ HERMANSYAH, . (2026) PENGARUH PERCEIVED EASE OF USE, DIGITAL PROMOTION, DAN SOCIAL INFLUENCE TERHADAP USAGE DECISION QRIS PADA GENERASI Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use, digital promotion, dan social influence terhadap usage decision Quick Response Code Indonesian Standard (QRIS) pada Generasi Z di Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal yang melibatkan 257 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan IBM SPSS 31 dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, serta uji hipotesis. Hasil penelitian menunjukkan bahwa perceived ease of use, digital promotion, dan social influence berpengaruh positif dan signifikan terhadap usage decision secara parsial maupun simultan. Digital promotion terbukti menjadi variabel paling dominan dalam memengaruhi usage decision, diikuti oleh social influence dan perceived ease of use. Koefisien determinasi (Adjusted R²) menunjukkan bahwa ketiga variabel independen secara bersama-sama mampu menjelaskan 86,5% variasi usage decision, sedangkan sisanya 13,5% dijelaskan oleh faktor lain di luar model seperti perceived security dan trust. Temuan ini mendukung Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT), yang mengindikasikan bahwa keputusan penggunaan QRIS pada Generasi Z tidak hanya didorong oleh kemudahan penggunaan, tetapi juga oleh stimulus promosi dan norma sosial. Penelitian ini berkontribusi pada pemahaman perilaku konsumen dalam konteks sistem pembayaran digital serta memberikan implikasi praktis bagi penyedia layanan pembayaran dan regulator dalam merancang strategi yang lebih efektif untuk mendorong adopsi QRIS secara berkelanjutan. **** This study aims to analyze the influence of perceived ease of use, digital promotion, and social influence on the decision to use the Quick Response Code Indonesian Standard (QRIS) among Generation Z in the Jabodetabek area. A quantitative approach with a causal design was employed, involving 257 respondents selected through purposive sampling. Data were collected via online questionnaires and analyzed using IBM SPSS 31, incorporating tests for validity, reliability, classical assumptions, multiple linear regression, and hypothesis testing. The results indicate that perceived ease of use, digital promotion, and social influence have a positive and significant effect on the usage decision, both individually and simultaneously. Digital promotion emerged as the most dominant variable influencing the usage decision, followed by social influence and perceived ease of use. The coefficient of determination (Adjusted R²) reveals that the three independent variables collectively explain 86.5% of the variation in usage decisions, while the remaining 13.5% is attributed to factors outside the model, such as perceived security and trust. These findings support the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), indicating that the decision to use QRIS among Generation Z is driven not only by ease of use but also by promotional stimuli and social norms. This research contributes to the understanding of consumer behavior within the context of digital payment systems and offers practical implications for payment service providers and regulators in designing more effective strategies to foster sustainable QRIS adoption.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, M.Pd. ; 2). Prima Andriani, S.E., M.Sc.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Muhammad Raihan Rafiq Hermansyah .
Date Deposited:	24 Aug 2026 08:01
Last Modified:	24 Aug 2026 08:01
URI:	http://repository.unj.ac.id/id/eprint/73094

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