Analisis Faktor-Faktor Yang Memengaruhi Keputusan Pedagang UMKM Di Kota Jambi Menggunakan Metode Pembayaran Melalui QRIS

Abstract

This study aims to analyze the factors influencing the decision of Micro, Small, and Medium Enterprise (MSME) traders in Jambi City to use the Quick Response Code Indonesian Standard (QRIS) as a payment method. The factors examined include gender, business income, business duration, and education level. This study employed a quantitative approach with a cross-sectional research design. Data were collected through a survey of 104 MSME actors in Jambi City selected using purposive sampling. Data analysis was conducted using binary logistic regression to examine the effects of the independent variables on the decision to use QRIS. The results indicate that the socioeconomic characteristics of MSME actors have different effects on QRIS adoption. Gender and education level have a significant effect on the decision to use QRIS, whereas business income and business duration do not have a significant effect. The model feasibility test indicates that the logistic regression model is appropriate for explaining the decision to use QRIS. These findings demonstrate that individual characteristics, particularly education level, play an important role in encouraging the adoption of digital payment systems. Therefore, strengthening digital literacy and providing targeted education for MSME actors are necessary to expand the utilization of QRIS as a payment instrument and support the digital transformation of MSMEs in Jambi City.