Pengaruh Social Media Marketing dan Brand Awareness terhadap Minat Konsumen Menggunakan Qris

Abstract

The rapid development of technology encourages businesses to switch to digital economy transaction. QRIS is part of the digital transformation of Indonesia's payment system in accelerating digital economic and financial development. The emergence of QRIS makes it easier to conduct transaction digitally. This study aims to determine the influence of social media marketing and brand awareness on consumer interest in using QRIS payment service. The population of this study was Denpasar citizen and the sample used was 100 respondents. The data analysis technique used was multiple linear regression analysis. The study found that social media marketing and brand awareness have a significant influence on consumer interest in using QRIS. Brand awareness of QRIS can be increased by actively encouraging users to recommend QRIS to others through providing incentives, providing a system that offers convenience and many benefits so that QRIS becomes the main choice of consumers in making non-cash payments, regularly promoting QRIS to be more popular among the public. Aspects that need to be considered in social media marketing to increase consumer interest in using QRIS are ensuring that the information conveyed on QRIS social media is clear and well understood, QRIS social media content is interesting and easy to understand, reviews about the ease of online payments with QRIS ara available, ensuring QRIS social media has fun content and providing complete information about benefits and uses of QRIS.