The Influence of Motivation Consumer Innovation (MCI) on the Use of E-Payment in the Coffee Shop Industry in Malang City

Abstract

Technological progress continues to accelerate, requiring industries to carefully adapt to
new innovations. The coffee shop sector, however, has generally shown limited
innovation, particularly in payment systems. Recently, electronic payment (e-payment)
methods have become increasingly popular due to their practicality, convenience, and
reduced risk of virus transmission compared to cash or card-based transactions. In this
context, Motivation for Consumer Innovation (MCI) provides a valuable perspective for
understanding consumer behavior. MCI captures the psychological drivers that influence
adoption behavior and consists of four motivational dimensions: functional, hedonic,
cognitive, and social. These motivations are closely related to consumers’ perceptions of
technology in terms of usefulness, enjoyment, intelligence, and prestige. This study aims
to analyze the effect of MCI on behavioral intention, with attitude as an intervening
variable. A quantitative research approach was applied, and data were collected from 100
respondents in Malang City who actively use e-payment systems at coffee shops. Data
analysis was conducted using Partial Least Squares (PLS) path analysis. The results are
expected to contribute both theoretically—by extending the understanding of MCI in
technology adoption—and practically—by offering insights for coffee shop managers in
enhancing customer engagement through e-payment services.