<![CDATA[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]]>
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