Digital-Based Consumer Behavior in Support Green Economy

As technology advances, people’s preferences for shopping in digital formats will change. Cashless payment systems such as GoPay, OVO, and ShopeePay are increasingly popular among consumers, so Bank Indonesia has issued a new policy to encourage their use. This research was conducted with the aim of knowing influence digital-based consumer behavior. study uses primary data sample application users OVO respondents Medan. The processing method used this is using Structural Equation Modeling (SEM). Using SEM can help researchers assess nature measurements test theoretical relationships (1). results indicate that there six hypotheses have positive results, namely innovativeness, optimism about perceived usefulness. Innovativeness effect on ease also show usefulness use behavioral intention. While four variables rejected, insecurity discomfort no Likewise,