Impulse Buying Generasi Z: Peran Mediasi Pay Later Pada Hedonisme Dan Framing Diskon

Nur Rahmawati Affandy (Universitas Muhammadiyah Pekajangan Pekalongan)
Usamah Usamah (Universitas Muhammadiyah Pekajangan Pekalongan)

JAKED
Vol 20 No 2 (2025): November

The rapid development of internet technology and digital financial services has led to the emergence ofimpulse buying behaviour among Generation Z. One of the main drivers is hedonic motivation,promotional strategies in the form of price discount framing and easy access to pay later as a paymentmethod. This study aims to examine the role of using Pay Later as a mediating variable in therelationship between Hedonic Motivation and Price Discount Framing with Impulse Buying inGeneration Z in Pekalongan. This quantitative research was conducted in Pekalongan with 259respondents of Generation Z pay later users who were taken using purposive sampling method. Thisresearch was analysed using PLS SEM with the help of SmartPLS 4.0 software. The data analysismethod in this study uses model measurement evaluation through the outer model and inner model. Theresults showed that Hedonic Motivation has a positive and significant effect on Impulse Buying, PriceDiscount Framing has a positive and significant effect on Impulse Buying, Use of Pay Later has apositive and significant effect on Impulse Buying, The use of Pay Later does not mediate the influenceof Hedonic Motivation on Impulse Buying, but the use of Pay Later mediates the influence of PriceDiscount Framing on Impulse Buying. These findings indicate that the use of Pay Later not onlystrengthens the influence of Price Discount Framing on impulse buying through its mediating role, butalso directly contributes to an increase in impulse buying, even though it is unable to mediate therelationship between Hedonic Motivation and this behavior.