Strategi Peningkatan Behavioral Intention to Reuse QRIS di Banyumas Raya

Abstract

Transformasi sistem pembayaran digital di Indonesia telah mendorong percepatan adopsi transaksi non-tunai. Quick Response Code Indonesian Standard (QRIS) telah diterapkan, namun ketimpangan distribusi pengguna buyer dan merchant UMKM pada wilayah Banyumas Raya masih belum sesuai target. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi Behavioral Intention to Reuse QRIS dari sisi pengguna buyer dan merchant UMKM. Pengumpulan data menggunakan penyebaran kuesioner dengan metode SEM–PLS. Hasil menunjukkan bahwa Perceived Ease of Use berpengaruh positif terhadap Perceived Usefulness dan Attitude Toward Using, sementara Attitude Toward Using juga berpengaruh terhadap Behavioral Intention to Reuse. Analisis deskriptif untuk melihat penerimaan dari merchant UMKM menggunakan kategorisasi. Berdasarkan karakteristik responden sebagian besar pengguna buyer QRIS adalah perempuan dengan latar pendidikan SMA. Persentase terbesar pengguna dan merchant UMKM berdomisili di Kabupaten Banyumas, dan berpendidikan SMA. Penelitian ini menghasilkan rekomendasi untuk meningkatkan Behavioral Intention to Reuse QRIS di Banyumas Raya.

The transformation of the digital payment system in Indonesia has accelerated the adoption of cashless transactions. The Quick Response Code Indonesian Standard (QRIS) has been implemented; however, the distribution imbalance between buyer users and MSME merchants in the Banyumas Raya area has not yet met the target. This study aims to analyze the factors that influence the Behavioral Intention to Reuse QRIS from the perspective of buyer users and MSME merchants. Data was collected through the distribution of questionnaires using the SEM–PLS method. The results show that Perceived Ease of Use has a positive effect on Perceived Usefulness and Attitude Toward Using, while Attitude Toward Using also affects the Behavioral Intention to Reuse. A descriptive analysis was conducted to observe MSME merchant acceptance using categorization. Based on respondent characteristics, most QRIS buyer users are female with a high school education background. The majority of both users and MSME merchants reside in Banyumas Regency and have a high school educational background. This study provides recommendations to increase the Behavioral Intention to Reuse QRIS in the Banyumas Raya region.