<![CDATA[This study aimed to examine the effect of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation and Price Value, Habit on Behavior Intention of digital payment QRIS based on the theory of Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2). This study utilizes primary data collected through the distribution of questionnaires to respondents. The population in this research consists of all MSME actors who are partners and beneficiaries of the Bank Indonesia Representative Office in South Sumatra Province, with the sample focused on MSME owners who have implemented QRIS in their business operations. Data analysis was conducted using SmartPLS 3.0 software with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results of this study indicate that the variables Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Habit have a positive influence on Behavioral Intention. In contrast, Hedonic Motivation and Price Value do not show a significant effect on Behavioral Intention. The limitations of this study lie in the limited number of respondents and the research object, which only includes SMEs in South Sumatra Province that are under the guidance of Bank Indonesia. Therefore, the findings of this study cannot be generalized to other studies involving different research objects or using different sampling techniques]]>
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