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All Journal Amkop Management Accounting Review (AMAR)
, Agus Putu Abiyasa
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Humanities Economics, Econometrics & Finance Social Sciences

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Buy Now, Pay Later: Does Paylater Influence Impulsive Buying Among Generation Z? Ni Made Sukanadi; , Agus Putu Abiyasa
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2923

Abstract

This study aims to determine the effect of paylater features on impulsive buying behavior among Generation Z. Using an influence analysis method, this study will measure the extent to which paylater affects the impulsive buying behavior of Generation Z in the context of e-commerce. This study adopts a quantitative approach with a survey research design, utilizing an online Google Form. The data analysis technique employed in this study is quantitative analysis, with the analytical tool being the variance-based structural equation model (PLS-SEM). The results of the study indicate that shopping lifestyle, hedonic motivation, and sales promotions have a significant influence on positive emotions and impulsive buying. Additionally, positive emotions were found to act as a mediating variable in the relationship between shopping lifestyle, hedonic motivation, and sales promotions on impulsive buying.
The Role of Influencers, Entertainment Experience, and User Convenience in TikTok Live Streaming on Purchasing Decisions Mediated by Brand Image at LA’SKINIC Gusti Agung Wirya Dharma; , Agus Putu Abiyasa
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2964

Abstract

The main objective of this study is to fill the gap in the literature by investigating the specific role of entertainment influencers and user convenience in TikTok live streaming on consumer purchasing decisions, taking into account the mediating effect of brand image. This study employs a quantitative approach, with data sources comprising a combination of primary and secondary data. Primary data was collected through the distribution of questionnaires, while secondary data was obtained from previous research journals, news articles, and social media. Data analysis techniques include descriptive and inferential analysis. The data in this study were analyzed using the Structural Equation Model (SEM) method with the assistance of Partial Least Squares (PLS) software. Research findings supported by data indicate that influencers, entertainment experiences, and user convenience have a positive and significant effect on purchasing decisions and brand image. Brand image positively and significantly influences purchasing decisions; however, brand image cannot mediate the influence of influencers on purchasing decisions. Brand image can mediate the influence of experience on purchasing decisions; however, brand image cannot mediate the influence of user convenience on purchasing decisions for LA’SKINIC products.
Uncovering the Driving Factors of Microtransactions: Digital Consumer Behavior, In-Game Events, and the Influence of FOMO among Generation Z In Indonesia Brillyan Arthur; , Agus Putu Abiyasa
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3216

Abstract

The mobile gaming industry has grown rapidly in recent years, with an increasing number of players and significant revenues. One of the main sources of revenue for game developers is microtransactions, which are in-game purchases that allow players to obtain virtual goods or in-game currency. Although microtransactions have become an important source of revenue, there is still little research specifically examining the factors that influence digital consumer behavior in making microtransactions. This study aims to uncover the factors that drive microtransactions among the younger generation in Indonesia, focusing on digital consumer behavior, in-game events, and the influence of fear of missing out (FoMO). This study uses an online survey method with a sample of 250 respondents selected using purposive sampling techniques. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 4.0 software. The results showed that digital consumer behavior, in-game events, and FoMO had a positive and significant effect on microtransactions. In addition, FoMO also acted as a mediator in the relationship between digital consumer behavior and in-game events on microtransactions. This study contributes to the understanding of digital consumer behavior and the factors that influence microtransactions among Generation Z in Indonesia.
Co-Authors Brillyan Arthur Gusti Agung Wirya Dharma Ni Made Sukanadi