Generation Z Preferences and Behavior in Using QRIS for ECommerce Transactions in the Digital Era

ABSTRACT : Despite widespread QRIS adoption in offline transactions, its usage in e- commerce remains limited compared to e-wallets, creating a significant gap in understanding Generation Z digital payment preferences. This study analyzes Generation Z preferences and behavior in using QRIS for e-commerce transactions through an integrated theoretical framework combining Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT2), and Diffusion of Innovation (DOI) theory. Survey data from 370 Generation Z respondents reveals that transaction convenience and speed are primary adoption drivers (75.7%), with 83.8% perceiving QRIS as easy to use and 86.5% experiencing transaction acceleration. However, moderate security confidence (48.6% rating “fairly safe”) and satisfaction gaps indicate strategic vulnerabilities. User segmentation shows 40.5% heavy users with strong habit formation versus 56.7% moderate-to-light users in deliberative stages. The study contributes by reconceptualizing ease of use as a hygiene factor for digital natives and validates multi-theoretical integration for understanding technology adoption in competitive payment ecosystems.

KEYWORDS: QRIS; Generation Z; e-commerce; digital payment systems; consumer preferences