INVESTIGATING SOCIAL PHENOMENON IN THE COMMUNITY OF DENPASAR CITY IN USING GOPAY AS A STARTUP DIGITAL TRANSACTION TOOL IN THE INDUSTRIAL REVOLUTION 4.0 ERA

Abstract

Denpasar, as the center of Bali, has great access to the use of digitalization as a tool for business transactions, payments, and the current circulation of money. That fact that it is just one touch away and efficient is what people need in the midst of the onslaught of the industrial revolution 4.0 era. The community benefits from a digitalization system in which people can make transactions without having to go anywhere. In addition to the convenience, there is also anxiety about the phenomenon of society switching from conventional markets to market digitization. The purpose of this study is to find out and explore the impact of using GoPay as a digital transaction tool for startups by the people of Denpasar as a social phenomenon that occurred in the industrial revolution 4.0 era. This study uses a combination research method (mix methods) that combines qualitative descriptive referring to phenomenology with quantitative in the form of percentage figures of GoPay as a digital transaction tool. The result of this research shows that GoPay is predominantly used to fulfill consumer consumption of GoFood products by 75% because it is supported by various promos and discounts offered on GoFood purchase transactions from four types of menu options that can be done with digital transactions, namely GoDrive, GoCar, GoFood and GoShop. In addition, GoFood MSME partners will greatly benefit from using the Gopay e-wallet, especially in marketing through the Gojek application, applying accounting information technology for digital transactions more efficiently in making payments, making it easier to recap daily income and in making periodic financial reports.