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All Journal Student Journal of Business and Management (SJBM)
frasetyo, frasetyo
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Economics, Econometrics & Finance

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IMPLEMENTASI QRIS SEBAGAI STRATEGI PEMASARAN UMKM DALAM MENARIK KONSUMEN GEN Z DI BALAI BUNTAR Tono, Supratman; Prasesa, Bela Julia; frasetyo, frasetyo; Harapan, Putri Mayang Sari; Aulia, Alifa Qezi; Ivanov, Alin
Student Journal of Business and Management Vol. 9 No. 1 (2026)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/sjbm.v9i1.49105

Abstract

This study aims to analyze the effect of perceived ease of use, digital promotion attributes, and perceived trust on the purchase decisions of Generation Z consumers using QRIS at micro, small, and medium enterprises (MSMEs) in the Balai Buntar area. A quantitative approach was employed using multiple linear regression analysis on 100 respondents. The findings reveal that perceived ease of use and perceived trust have a positive and significant effect on purchase decisions, while digital promotion attributes do not show a significant impact. Simultaneously, the three variables account for 53.5% of the variation in purchase decisions. This study confirms that trust is the most dominant factor driving Generation Z to transact using QRIS at local MSMEs. Keywords: digital promotion attributes; ease of use; Generation Z; purchase decision; QRIS
Co-Authors Aulia, Alifa Qezi Harapan, Putri Mayang Sari Ivanov, Alin Prasesa, Bela Julia Tono, Supratman