The Influence of QRIS Digital Payments on Impulsive Buying among Generation Z Students at Brawijaya University
DOI:
https://doi.cibangsa.org/DOI-2026-275Keywords:
Digital Payment, QRIS, Ease of Use, Accessibility, Impulsive Buying, Generation ZAbstract
This study aims to examine how the use of QRIS (Quick Response Code Indonesian Standard) affects impulsive purchasing behavior among Generation Z students at Brawijaya University. This study highlights two aspects Ease of Use and Accessibility. This study employs a quantitative approach with a cause and effect design and utilizes a survey method. Data were collected from 193 Generation Z students at Brawijaya University via an online questionnaire and a purposive sampling technique. The data were analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS 4.0 software. The study shows that ease of use of QRIS has a positive and significant impact on impulsive purchasing. Additionally, the accessibility of QRIS also has a positive and significant effect on impulsive purchasing. Ease of use is proven to be more influential than accessibility in encouraging people to make impulsive purchases. These findings underscore the importance of the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) in understanding consumer behavior in the digital world. The implications of this study suggest that it is important to improve financial literacy and shopping awareness among students as active users of digital payment systems.References
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