Fajari, Priambudi Firman (2026) PENGARUH PERSEPSI RISIKO, KEPERCAYAAN, KEMUDAHAN, DAN MANFAAT TERHADAP KEPUTUSAN PENGGUNAAN QRIS DALAM PEMBELIAN KOMODITAS PERTANIAN DI PASAR ANYAR TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the influence of consumer perceptions on the decision to use Quick Response Code Indonesian Standard (QRIS) in purchasing agricultural commodities at Pasar Anyar, Tangerang. The research was conducted from September to December 2025 using a quantitative approach with a survey method. A total of 100 respondents using accidental sampling techniques. Data were collected through questionnaires distributed via Google Form and analyzed using multiple linear regression with SPSS software. The study examines four independent variables: perceived risk, trust, perceived ease of use, and perceived usefulness, in relation to the dependent variable—purchase decision. The results indicate that perceived usefulness, trust, and perceived ease of use have a positive and significant influence on consumers’ decisions to use QRIS, while perceived risk shows a negative but insignificant effect. This finding implies that household consumers tend to adopt QRIS when they perceive the system as beneficial, reliable, and easy to use. The study highlights the importance of increasing digital literacy and building consumer trust to strengthen the adoption of digital payments in traditional markets. Overall, the research contributes to understanding consumer behavior in digital payment adoption within the agricultural trade sector, particularly in traditional markets like Pasar Anyar Tangerang.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh persepsi konsumen terhadap keputusan penggunaan Quick Response Code Indonesian Standard (QRIS) dalam pembelian komoditas pertanian di Pasar Anyar, Tangerang. Penelitian dilaksanakan pada bulan September hingga Desember 2025 dengan pendekatan kuantitatif menggunakan metode survei. Responden penelitian berjumlah 100 orang yang ditentukan dengan teknik accidental sampling. Data dikumpulkan melalui kuesioner yang disebarkan menggunakan Google Form dan dianalisis menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Variabel independen yang diteliti meliputi persepsi risiko, kepercayaan, kemudahan, dan persepsi manfaat, sedangkan variabel dependen adalah keputusan pembelian. Hasil penelitian menunjukkan bahwa persepsi manfaat, kepercayaan, dan kemudahan berpengaruh positif dan signifikan terhadap keputusan konsumen dalam menggunakan QRIS, sementara persepsi risiko berpengaruh negatif namun tidak signifikan. Temuan ini menunjukkan bahwa konsumen rumah tangga cenderung mengadopsi QRIS apabila sistem tersebut dipersepsikan memberikan manfaat, dapat dipercaya, dan mudah digunakan. Penelitian ini menegaskan pentingnya peningkatan literasi digital serta pembangunan kepercayaan konsumen guna memperkuat adopsi pembayaran digital di pasar tradisional. Secara keseluruhan, penelitian ini memberikan kontribusi dalam memahami perilaku konsumen terhadap adopsi pembayaran digital pada sektor perdagangan pertanian, khususnya di pasar tradisional seperti Pasar Anyar Tangerang. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mahasiswa Pram Priambudi Firman Fajari | |||||||||
| Date Deposited: | 02 Mar 2026 02:25 | |||||||||
| Last Modified: | 02 Mar 2026 02:25 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/58840 |
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