ANALYSIS OF QRIS USAGE DECISION AMONG CONSUMER OF CIRCLE K IN SURABAYA EAST JAVA

This study aims to analyze the factors that influence the decision to use QRIS (Quick Response Code Indonesian Standard) among consumers at Circle K in Surabaya, East Java. The research uses a quantitative approach with a survey method involving 75 respondents who have used QRIS at Circle K. The independent variables analyzed include increased effectiveness, perceived ease of use, and lifestyle, while the dependent variable is the decision to use QRIS. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results show that increased effectiveness, perceived ease of use, and lifestyle have a positive and significant influence on the decision to use QRIS. These findings imply that retail business operators and digital payment service providers should pay more attention to ease of use and the integration of digital lifestyle elements to increase QRIS adoption among consumers.