Pengaruh Brand Awareness dan Customer Value terhadap Keputusan Penggunaan QRIS (Studi Kasus pada Costumer Mie Gacoan Cabang Dr Mansyur Medan)

Abstract

The use of QRIS shows significant growth in various regions of Indonesia. Medan, as one of the metropolitan cities outside Java, has seen rapid adoption of QRIS. By mid-2024, there were more than 1 million QRIS merchants in North Sumatra, with 58.6% of them located in Medan. The micro-business sector is a major contributor, indicating the great potential for digitizing the informal sector. QRIS is considered to provide convenience, efficiency, and security, and is beginning to be implemented in the tourism sector to improve tourist comfort. However, in practice, not all consumers automatically use QRIS as their primary choice for transactions, even though this technology is readily available and has many advantages. This indicates that there are psychological factors and consumer perceptions that influence the decision to use QRIS. This study aims to determine the effect of brand awareness and customer value on the decision to use QRIS among customers of Mie Gacoan, Dr. Mansyur Medan Branch. This study was conducted on all customers using the Slovin technique. The analysis technique used multiple linear regression analysis. The results show that brand awareness and customer value influence the decision to use QRIS. The variable that most influences the decision to use is brand awareness. The magnitude of the influence of brand awareness and customer value variables on usage decisions is 32.5%.