<![CDATA[This study aims to analyze the effect of the use of the Indonesian Standard Quick Response Code (QRIS) digital payment on the purchasing interest of students from the Faculty of Economics and Business, Gorontalo State University, class of 2021. This study uses a quantitative approach with a descriptive verification method. Primary data were obtained by distributing questionnaires to 86 respondents selected using simple random sampling from a total population of 639 students from the Departments of Economics, Management, Accounting, and Economics Education. Data collection techniques included observation, interviews, questionnaires, and documentation. Data analysis was performed using simple linear regression with the help of SPSS version 21. The results showed that the use of QRIS digital payments has a positive and significant effect on student purchasing interest. This is evidenced by the t-value of 9.677, which is greater than the t-table of 1.988, and the significance value of 0.000, which is less than 0.05. Furthermore, the coefficient of determination of 0.527 indicates that 52.7% of the variability in students' purchasing interest can be explained by the use of QRIS digital payments, while the remaining 47.3% is influenced by other factors not examined in this study. Therefore, it can be concluded that the better the use of QRIS digital payments, the higher the students' purchasing interest. Optimal use of QRIS can be an effective strategy in increasing purchasing interest among students.]]>
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