Analisis Motif dan Tantangan Penggunaan Uang Elektronik dalam Transaksi Konsumen (Studi Kasus Konsumen Minimarket Alfamart Kelurahan Merdeka Kecamatan Kota Lama Kota Kupang)

Theresia Yuniarti Panderot (31122036). Analysis of Motives and Challenges of Using Electronic Money in Consumer Transactions (A Case Study of Alfamart Minimarket Consumers in Kota Lama District, Kupang City). Supervised by Enike Tje Yustin Dima, S.E., M.E., as the first supervisor, and Brother Salomon Leki, SVD, SE, M.Ec.Dev., as the second supervisor. This study aims to analyze the influence of usage motives, usage challenges, and usage opportunities on the level of electronic money (e-money) utilization. The research method employed is a quantitative approach, with data collection conducted through questionnaires distributed to respondents 50 who use electronic money. The data obtained were analyzed using multiple linear regression analysis to determine the impact of each independent variable on the dependent variable. The results of the study indicate that usage motives have a positive and significant effect on the use of electronic money. This suggests that stronger user motives—such as convenience, speed, and transaction efficiency—lead to a higher level of electronic money usage. Usage challenges also show a positive and significant effect on electronic money usage, indicating that the challenges faced by users play a role in influencing the adoption rate of digital payments. Furthermore, usage opportunities are proven to have a positive and significant impact, where greater available opportunities correlate with increased usage. Based on the analysis, usage motives are the most dominant variable influencing the use of electronic money. Based on these findings, this study recommends that the government continue to strengthen policies supporting transaction security and the equalization of digital infrastructure. Electronic money service providers are expected to improve user-friendliness, transaction speed, and provide attractive incentives. The public is also encouraged to enhance digital literacy to utilize electronic money optimally and safely. Future research is suggested to incorporate other variables, such as income levels, user trust, and financial literacy, while utilizing broader analysis methods and research objects.