FACTORS INFLUENCING GENERATION Z'S CONSUMER BEHAVIOR IN INTEREST IN USING DIGITAL PAYMENTS

Abstract

A smart society is a society that solves various problems and challenges of its life needs digitally. Therefore, the digitalization of payment transactions has been increasing rapidly since its existence to solve life problems with various conveniences offered. Digital payments are becoming an indispensable part of today's society. It is not surprising that in society, the cashless lifestyle has become one of the consumer behaviors of the millennial generation and the digital generation, so they are calling it a cashless society. The ease of use of digital payments is considered one of the influential factors in the interest in its use. However, based on previous studies, there are still mixed results regarding the influence of convenience factors on interest in use. This study aims to examine factors that influence interest in using digital payments, specifically in Generation Z as a cashless society. Research Data was collected using surveys with questionnaire distribution. The analysis technique used is multiple linear regression with the Ordinary Least Square and Jackknife method. The results showed that the convenience and risk variables affected the interest in using digital payments, but the benefit variables did not affect the interest in using digital payments.