Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Edunity: Kajian Ilmu Sosial dan Pendidikan
Denise Insan Hirliana
Universitas Bunda Mulia, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Buy Now Pay Later on Factors Influencing Purchase Decisions on the Shopee Application (Empirical Study of PT Deli Tools Indonesia) Denise Insan Hirliana
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 4 No. 8 (2025): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v4i8.425

Abstract

Financial innovations such as Buy Now Pay Later (BNPL) are increasingly used in e-commerce, especially by Generation Z who have a distinctive shopping character. This study aims to analyze the influence of consumer trust, impulsive buying, willingness to pay, and variety seeking behavior on purchase decisions on Shopee, with BNPL as a mediating variable. The research method used was a quantitative survey, with respondents consisting of Shopee users  aged 13-28 years. The data was obtained through a survey of Shopee Gen Z users and analyzed using  the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results showed that impulsive buying and variety seeking behavior had a significant effect on purchase decisions, while consumer trust, willingness to pay, and BNPL did not show a significant influence. In addition, BNPL does not mediate the relationship between independent variables and purchasing decisions. In conclusion, impulsive behavior and the search for variety are the main factors driving Gen Z's purchasing decisions, while BNPL has not played a significant role in these decisions.
Co-Authors