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All Journal Value: Jurnal Manajemen dan Akuntansi
Janny Rowena
University of Bunda Mulia
Humanities Economics, Econometrics & Finance Social Sciences

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Buy-Now-Pay-Later (BNPL) dan Perilaku Konsumtif Generasi Muda di Indonesia Novita Novita; Lelly Christin; Janny Rowena
Value : Jurnal Manajemen dan Akuntansi Vol. 21 No. 2 (2026): Mei - Agustus 2026
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v21i2.8643

Abstract

The growth of e-commerce, social media, and Buy Now Pay Later (BNPL) services has transformed the consumption patterns of Indonesia’s younger generation. The ease of access to digital credit which is integrated with various shopping platforms and social media increases the potential for impulse buying, which can develop into compulsive spending behavior. This study aims to analyze the effect of social media influence on the consumptive behavior of PayLater users in Indonesia, taking into account the mediating role of impulse buying and the moderating role of financial literacy. The study employs a quantitative approach through a survey of 170 PayLater users from the Millennial and Generation Z cohorts. The results indicate that social media influence affects impulse buying but does not have a direct effect on consumptive behavior. Conversely, impulse buying influences consumptive behavior and fully mediates the relationship between social media influence and consumptive behavior. Financial literacy was found to weaken the influence of impulse buying on consumptive behavior. These findings suggest that the consumptive behavior of PayLater users is more influenced by psychological drives in the form of impulsive buying, while financial literacy acts as a protective factor in making more rational consumption decisions.
Co-Authors Lelly Christin Novita Novita