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All Journal Journal of Tourism Economics and Policy Journal of Innovative and Creativity
Primananda, Pande Gde Bagus Naya
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Layanan “Buy Now Pay Later” Pada Konsumen Millenial Di Kota Denpasar Kusuma, A.A Made Indra Wijaya; Primananda, Pande Gde Bagus Naya; Bharata , I Made Arya Putra; Pratiwi , Ketut Winda
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6957

Abstract

Perkembangan teknologi finansial mendorong meningkatnya penggunaan layanan Buy Now Pay Later (BNPL), khususnya di kalangan konsumen milenial di wilayah perkotaan. Penelitian ini bertujuan untuk menganalisis pengaruh hedonic motive terhadap penggunaan BNPL, baik secara langsung maupun tidak langsung melalui impulsive buying pada mahasiswa generasi milenial di Kota Denpasar. Penelitian ini didasarkan pada kerangka Stimulus Organism Response (SOR) yang digunakan untuk menjelaskan mekanisme psikologis konsumen dalam mengambil keputusan pembelian secara spontan dalam konteks layanan pembayaran digital. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data primer melalui penyebaran kuesioner kepada 80 responden mahasiswa milenial. Teknik pengambilan sampel menggunakan purposive sampling dan accidental sampling. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa hedonic motive berpengaruh positif dan signifikan terhadap penggunaan BNPL serta terhadap perilaku impulsive buying. Selain itu, impulsive buying juga berpengaruh positif dan signifikan terhadap penggunaan BNPL. Hasil pengujian mediasi menunjukkan bahwa impulsive buying berperan sebagai mediator parsial dalam hubungan antara hedonic motive dan penggunaan BNPL. Temuan ini mengindikasikan bahwa dorongan emosional dan orientasi pada kesenangan berperan penting dalam mendorong perilaku pembelian impulsif yang pada akhirnya meningkatkan penggunaan BNPL. Penelitian ini memberikan implikasi praktis bagi penyedia layanan BNPL dan pelaku usaha dalam merancang strategi pemasaran yang bertanggung jawab guna meminimalkan risiko keuangan konsumen muda.
The Influence of Tourism Experience on Revisit Intention with Emotional Attachment as a Mediator (A Case Study at Kuta Beach) PRIMANANDA, Pande Gde Bagus Naya; KUSUMA, A.A Made Indra Wijaya
Journal of Tourism Economics and Policy Vol. 5 No. 4 (2025): Journal of Tourism Economics and Policy (October - December 2025) - In Press
Publisher : PT Keberlanjutan Strategis Indonesia

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Abstract

This study examines the role of tourism experience in shaping domestic tourists' revisit intentions in Bali in the post-pandemic context, sending visitors, and the issue of declining experience quality. Referring to the inconsistencies in previous findings, the study examined the influence of tourism experience on revisit intentions and the mediating role of emotional attachment. Data were collected through a survey of 140 respondents who visited in the past two years and analyzed using PLS-SEM. The measurement results showed valid and reliable indicators; The aesthetic and escapist dimensions were the most dominant, while the entertainment dimension was removed because it did not meet the criteria. Structurally, tourism experiences were shown to enhance emotional well-being, but not to increase revisit intentions. Emotional attachment also had no effect on revisit intentions and did not act as a mediator. The findings confirm that revisit decisions are more likely influenced by other factors, such as perceived value, satisfaction, accessibility, and attraction variety. Consequently, managers need to design strong experiences along with more direct retention strategies. Revisit incentive programs can be prioritized on an ongoing basis.
Co-Authors Bharata , I Made Arya Putra KUSUMA, A.A Made Indra Wijaya Pratiwi , Ketut Winda