The effect of consumer behavior on GoPay usage decisions in Medan City
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Abstract
The growth of digital transactions has encouraged the increasing use of electronic wallets as an alternative payment method. This study aims to analyze the effect of consumer behavior on GoPay usage decisions in Medan City. A quantitative approach was employed involving 160 GoPay users selected through incidental sampling. Data were collected using a Likert-scale questionnaire and analyzed using simple linear regression after validity and reliability testing. The results show that consumer behavior and GoPay usage decisions were descriptively categorized as favorable. The regression analysis indicates that consumer behavior has a positive and significant effect on GoPay usage decisions, with a regression coefficient of 0.351, a t-value of 37.982, and a significance level of p < 0.001. The coefficient of determination (R²) of 0.901 indicates that 90.1% of the variation in usage decisions within the model can be explained by consumer behavior. These findings highlight the importance of consumer behavior in explaining GoPay usage decisions in Medan City.
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