Keywords : Mobile Apps, Online Shopping, Digital Commerce, Consumer Behavior, Online Payment.

Abstract : This study investigates consumer behavior in digital commerce, focusing on mobile app adoption and online payment preferences. Through a comprehensive survey of 157 respondents, it reveals that 79.6% utilize mobile apps for online shopping, underscoring their pivotal role in modern commerce. Preferred payment methods include mobile payment apps (38.9%) and bank transfers (28.0%), reflecting a shift towards digital solutions driven by convenience and security. Demographic analysis highlights higher adoption rates among younger, educated individuals from rural areas. Statistical tests confirm significant differences in preferences between mobile apps and traditional payment methods, offering actionable insights for businesses aiming to enhance user experience and optimize digital payment systems.

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