THE EFFECTIVENESS OF GRABPAY PAYMENT SYSTEMS IN MALAYSIA

The research being conducted examines Malaysians' perceptions of and intentions towards using GrabPay. Perceived ease of use, perceived usefulness, perceived security, and perceived social persuasion are the four factors used for this research. This finding is consistent with other studies by Nag & Gilitwala (2019) and Bhatt et al. (2021), which found that users' intentions to use an electronic wallet are substantially correlated with their independent variables. The individuals who responded were given access to a total of 315 questionnaires online, and Data analysis (SPSS) version 27 was used to analyse the data. The Malaysian consumers between the ages of 19 and under and 45 and over are the research's target respondents. The geographical will participate in the research at Melaka with 384 respondents in Melaka of the total amount of population which is 844,348 people (Jabatan Perangkaan Malaysia, 2023) from Krejcie & Morgan (1970) have provided their answers to a questionnaire as part of the research method. This is because users in Melaka prefer using GrabPay, a secure and trustworthy mobile wallet payment option, to pay for services like Grab and their preferred shops. According to results, more consumers are familiar with GrabPay thanks to the internet or social media, demonstrating the significant importance of these two platforms. As a result, it is advised that the business concentrate its efforts on social networks and the internet to promote and advertise the e- wallet. Additionally, to increase the popularity of e-wallets, GrabPay may use a variety of promotional activities like cashback incentives and discount coupons to draw in new customers and keep their current ones coming back. This research attempts to answer three research questions: namely (1) What are the factors affecting the desire of consumers to accepting and use GrabPay in Malaysia? and (2) Which factors become the dominant factors does the usage of GrabPay have on Malaysian consumers payment behaviour, such as their frequency of use, average transaction value, and preferred payment methods? and (3) What are the challenges does GrabPay have on the whole consumers experience in terms of security, convenience, accessibility, and cost- efficiency?. The research objective is: (1) To examine the factors such as demographics variables, payment system features, and cultural factors that affect customers' decision to embrace and use GrabPay in Malaysia and (2) To determine the factors become the dominant factors of GrabPay on customer payment behaviour, including frequency of use, average transactions value and preferred payment methods and (3) To determine the challenges in GrabPay efficiency regarding of security, convenience, accessibility, and cost-efficiency in terms of entire consumer experience.