MINAT PENGGUNAAN SHOPEE PAYLATER: DARI SUDUT PANDANG PEMASARAN DAN KEUANGAN PRIBADI PADA GEN Z DI KABUPATEN SEMARANG - Seran, Yosefa Maria; Widyaningsih, Dewi; Kusumajaya, Robby Andika (Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi, 2026)
ABSTRAKFenomena tingginya transaksi e-commerce saat ini, untuk kemudahan dan keyamanan layanan keuangan digital marketplace berinovasi melalui paylater. Kecenderungan membeli karena keinginan (bukan kebutuhan), yang diperkuat oleh kemudahan Shopee PayLater mendorong perilaku konsumtif karena memungkinkan konsumen berbelanja tanpa pembayaran langsung. Beberapa faktor di duga mempengaruhi pengguna paylater, yang ditujukkan melalui research gap dan survei awal. Penelitian bertujuan menganalisis peran perilaku konsumtif, trust; mobile self-efficacy; spending habits terhdap minat pengguna Shopee Paylater generasi Z di Kabupaten Semarang. Metode penelitian kuantitatif, jenis eksplanatory research. Populasi adalah pengguna Shopee Paylater Generasi Z di Kabupaten Semarang. Sampel menggunakan metode purposive sampling kriteria telah melakukan transaksi setidaknya 1 kali dalam 1 tahun terakhir diperoleh sebanyak 60 sampel terpilih valid. Untuk menguji hipotesis, metode analisis data regresi linear berganda menggunakan SPSS IBM 25. Hasil temuan menunjukan bahwa secara parsial variabel perilaku konsumtif, mobile self-efficacy dan spending habits menghasilkan peningkatan yang signifikan dalam minat untuk membeli menggunakan shopee paylater. Sedangkan, trust berdampak negatif, Hasil uji secara simultan semua variabel bebas secara positif signifikan berpengaruh pada minat menggunakan shopee paylater. Hasil penelitian diharapkan memberikan informasi bagi penyedia layanan PayLater dalam meningkatkan edukasi keuangan, transparansi risiko, serta penguatan fitur teknologi yang mendukung kepercayaan dan kemudahan penggunaan bagi konsumen muda.ABSTRACTThe current high e-commerce transaction phenomenon, for the sake of convenience and ease of the digital financial services market, innovates through paylater. The tendency to buy out of desire (not need), which is reinforced by the convenience of Shopee PayLater, encourages consumptive behavior because it allows consumers to shop without direct payment. Several factors influence paylater users, as shown through research gaps and initial surveys. This study aims to analyze the role of consumptive behavior, trust; mobile self-efficacy; shopping habits on the interest of Shopee Paylater generation Z users in Semarang Regency. The research method is quantitative, exploratory research type. The population is Shopee Paylater generation Z users in Semarang Regency. The sample used a purposive sampling method with the criteria of having made a transaction at least once in the past year, obtained 60 valid selected samples. To test the hypothesis, a multiple linear regression data analysis method was used with the IBM SPSS 25 analysis program. The findings show that some variables of consumptive behavior, self-efficacy of mobile device use, and shopping habits result in a significant increase in interest in shopping using Shopee Paylater. Meanwhile, trust has a negative impact. Simultaneous testing of all independent variables showed a significant positive effect on interest in using Shopee PayLater. The findings of this study are expected to inform PayLater service providers about improving financial education, risk transparency, and enhancing technological features that support trust and ease of use for young consumers.