The Transformation of Consumer Shopping Behavior Following the Implementation of the One QRIS Code Policy: A Consumer Perspective at Universitas Islam Indonesia

Abstrak

The rapid evolution of digital payment technologies, particularly the Quick Response Code Indonesian Standard (QRIS), has significantly influenced consumer behavior, especially among university students who exhibit a high level of technology adoption. This qualitative study explores changes in consumer shopping behavior following the implementation of the QRIS One-Code policy and identifies the factors that contribute to these behavioral changes among consumers within the Universitas Islam Indonesia (UII) community. The study involved 14 student consumers and 7 merchants operating in the UII area as research participants. Data were collected through deep interviews. To ensure the credibility of the findings, source triangulation was applied. The data were subsequently analyzed using an iterative process of data reduction, data display, and conclusion drawing. The results reveal that the adoption of QRIS One Code has contributed to significant changes in consumers’ shopping behavior, reflected in the transition from cash transactions to digital payments, higher transaction frequency, altered spending patterns, and an increased propensity for impulsive purchases due to the simplicity and convenience of the payment system. These changes are primarily driven by factors such as ease of use, transaction speed, security, convenience, promotional incentives and cashback offers, social influences, and time-saving benefits. Despite these advantages, several obstacles remain, including unstable internet connections, insufficient account balances, limitations of payment applications, administrative charges, and disparities in users’ digital literacy levels. The findings demonstrate that QRIS functions not only as a payment mechanism but also as a catalyst for shaping consumer spending behavior in the digital economy. Consequently, continuous efforts to improve both financial and digital literacy are essential to encourage the effective, responsible, and sustainable use of QRIS.