<![CDATA[Analyzing the adoption of e-payment systems is essential to identify the factors that encourage consumers to utilize these payment methods. This study examines consumer behavior to determine the factors influencing the adoption of e-payment systems. The research is grounded in the Technology Acceptance Model (TAM) and consumer behavior theory, emphasizing the significance of perceived ease of use, security, business expectations, social influence, and consumer motivation in the decision-making process for adopting new technology. A quantitative approach was employed, utilizing multiple linear regression analysis on cross-sectional data processed through SPSS software. Primary data were collected via questionnaires distributed at the Solo Market Fest from April 14-19, 2023. The study's findings indicate that ease of use, security, business expectations, social influence, and motivation to purchase second-hand goods positively and significantly impact the adoption of e-payment systems by MSME consumers at the Solo Market Fest. In contrast, hedonism was found to have a negative and insignificant effect on e-payment adoption. This research contributes original insights by integrating elements of TAM and consumer behavior theory within the context of e-payment adoption among MSMEs, a relatively unexplored area in the existing literature. Notably, the study introduces the influence of motivation to purchase second-hand goods as a unique variable rarely addressed in previous studies on e-payment adoption. Based on these findings, it is recommended that service providers and the government promote the development of variables that positively influence achieving a cashless society in Indonesia. Future research should consider incorporating additional variables to obtain more comprehensive results.]]>
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