Technological progress is something that cannot be avoided in life because over time, and
with advances in technology, it provides convenience to people's lives that have an impact on
lifestyle changes. Currently, startup companies are starting to emerge that take advantage of
opportunities to form innovations that provide convenience for users, one form of startup is
financial technology (fintech). Based on data calculated from quarter 2, 2019 to quarter 2, 2020,
GoPay is the most superior fintech E-Wallet product compared to competing products. This study
focuses on the effect of using GoPay in the lifestyle of the millennial community in Bandung City
by involving the independent variable, namely lifestyle (Variable X) as measured by the subvariables Attitude toward Behavior (X1), Subjective Norm (X2), and Perception of Self-Control
(X3). The purpose of this study is to find out how much influence the use of GoPay has on the
lifestyle of millennials in the city of Bandung. The results of the study based on the results of the
analysis of the mean data showed a total mean of 3.76 with the respondent's achievement target
(TCR) of 75.7% and received Ha. Meanwhile, based on the results of the Independent Sample Ttest analysis, it can be seen that men have a total mean of 3.76 with a respondent achievement
target (TCR) of 76.3% and a total mean of 3.82 with a respondent achievement target (TCR) of
76.5% for women which indicates that the effect of using GoPay in the lifestyle of women is
greater than that of men, and accepts Ha. This means that the influence of using GoPay in the
lifestyle of the millennial community in Bandung City is based on the Theory of Planned Behavior
>70%.
Keywords: Fintech, GoPay, Lifestyle