Abstract: This study aims to analyze the role of Perceived Credibility (PC) in increasing the influence of Effort Expectancy (EE) and Price Value (PV) on fintech digital payment transactions in MSMEs. The data processed were from 110 respondents, and SMART PLS 4.0 was applied as an analysis tool. The results showed that effort expectancy (EE) had a positive and significant influence on the adoption of fintech digital payment systems for transactions, as observed through the path coefficient of 0.230 with a t-statistic of 2.436 and a p-value of 0.007. Meanwhile, the price value variable did not significantly affect the adoption of fintech digital payment systems, as shown by the path coefficient value of 0.088, t-statistic of 0.846, and p-value of 0.199. The SEM-PLS data analysis further showed that the perceived credibility (PC) could strengthen the influence of price value on the adoption of fintech digital payment systems for transactions, with a significance level of 0.043. Meanwhile, the p-value of 0.324 showed that the perceived credibility does not moderate the effect of effort expectation on the adoption of fintech digital payment systems for transactions in MSMEs.

Keywords: Effort Expectancy, Price Value, Perceived Credibility, fintech digital payment systems, transactions, MSMEs

Pages: 459-470