Pengaruh Fltur Shopee Paylater-Dan Cash On Delivery Terhadap Perilaku Impulsive Buying

Alya Widdiya Puspita (Universitas Buana Perjuangan Karawang)
Dexi Triadinda (Universitas Buana Perjuangan Karawang)
Rieke Retnosary (Universitas Buana Perjuangan Karawang)

Mandiri: Jurnal Akuntansi dan Keuangan
Vol. 5 No. 2 (2026): Juni 2026

Perkembangan pesat e-commerce di Indonesia merangsang peningkatan respons pembeli, khususnya perilaku impulsive buying akibat kemudahan fitur pembayaran digital. Kajian ini difokuskan untuk mengeksplorasi pengaruh Shopee PayIater dan cash on deIivery atas periIaku impulsive buying pada konsumen e-commerce. Studi ini menerapkan metde kuantitatid dengan rancangan eksplanatori. Sebanyak 100 responden berpartisipasi dalam pengisian kuesioner sebagai sumber data. Untuk menguji hubungan dan pengaruh variabel, digunakan analisis regresi berganda dengan bantuan SPSS. Temuan mengindikasikan Shopee Paylater berdampak positif signifikan atas perilaku impulsive buying, sedangkan cash on delivery tidak menunjukan pengaruh yang signifikan. Secara bersamaan, Shopee Paylater dan cash on delivery secara signifikan memengaruhi impulsive buying. Nilai koefisien determinasi mengindikasikan sejauh mana model dapat menerangkan perilaku impulsive buying masih relatif rendah, yang mengindikasikan pengaruh variabel lain diluar model kajian yang berkontribusi atas perilaku tersebut. Studi menambah referensi empiris terkait kajian Manajemen Pemasaran, terutama dalam hal peran fitur pembayaran digital terkait pembentukan perilaku impuIsive buying konsumen e-commerce   The rapid growth of e-commerce in Indonesia has spurred an increase in consumer response, particularly impulsive buying behavior, due to the convenience of digital payment features. This study focuses on exploring the influence of Shopee PayLater and cash on delivery on impulsive buying behavior among e-commerce consumers. This study employs a quantitative method with an explanatory design. A total of 100 respondents participated in completing a questionnaire as the data source. To test the relationships and effects of the variables, multiple regression analysis was conducted using SPSS. The findings indicate that Shopee PayLater has a significant positive impact on impulsive buying behavior, while cash on delivery does not show a significant effect. Conversely, Shopee PayLater and cash on delivery together significantly influence impulsive buying. The coefficient of determination indicates that the model’s ability to explain impulsive buying behavior remains relatively low, suggesting that other variables outside the study’s model contribute to this behavior. This study adds to the empirical literature on marketing management, particularly regarding the role of digital payment features in shaping impulsive buying behavior among e-commerce consumers