<![CDATA[Purpose: This study analyzes the Impact of QRIS digital transformation and payments on consumer behavior awareness. Research methods: This research design employed a quantitative approach using primary data sourced from surveys or questionnaires. The questionnaires were then measured using the Guttman scale. Furthermore, the researcher employed a purposive sampling method to facilitate the selection of respondents Buleleng Regency, Bali Province. Purposive sampling is a sampling technique that involves determining specific characteristics that align with the research objectives, thus hopefully addressing the research problem. Results and discussion: Through the researcher's analysis, it can be concluded that digital transformation and payments (QRIS) have a positive and significant effect on public awareness of consumer behavior. Multiple linear regression analysis was used to answer the hypothesis formulation for the dependent variable, namely consumer awareness, which was regressed onto the independent variables, namely digital transformation and payments. Through the researcher's analysis, it can be concluded that digital transformation and payments (QRIS) have a positive and significant effect on public awareness of consumer behavior. Implication: Technological developments have advanced significantly, and people have begun utilizing technology to facilitate their daily activities. Due to technological advancements, cash payments have been transformed into digital payments such as QRIS. When QRIS was launched by Bank Indonesia, many people were found to be becoming consumptive without realizing it]]>
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