Pengaruh Perilaku Belanja Online dan Promosi Terhadap Adopsi Layanan Paylater pada Mahasiswa Uin Sjech M. Djamil Djambek Bukittinggi

Tari Dwi Hummairroh (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)
Nini Sumarni (Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi)

Muamalah Insights
Vol. 1 No. 1 (2026): Maret 2026

This study aims to analyze the influence of online shopping behavior and promotions on the adoption of PayLater services among students of the Islamic Banking Study Program, Class of 2022, UIN Sjech M. Djamil Djambek Bukittinggi. The development of financial technology and e-commerce has driven changes in people's consumption patterns, including students, who are increasingly utilizing digital payment services for various transactions. One of the rapidly growing services is PayLater, which offers easy payments with a short-term financing system. Therefore, this study was conducted to determine the extent to which online shopping behavior and promotions influence students' decisions to adopt PayLater services. This study used a quantitative approach with a survey method. Data were collected by distributing questionnaires to 100 respondents selected using a random sampling technique. Data analysis was performed using multiple linear regression with the help of the IBM SPSS application version 25. The independent variables in this study were online shopping behavior and promotions, while the dependent variable was the adoption of PayLater services. The results showed that online shopping behavior had a positive and significant effect on the adoption of PayLater services with a t-value of 2.487 and a significance level of 0.015. Promotion also has a positive and significant effect on the adoption of PayLater services with a calculated t value of 4.890 and a significance of 0.000, and is the most dominant variable. Simultaneously, online shopping behavior and promotions have a positive and significant effect on the adoption of PayLater services with a calculated F value of 59.432 and a significance of 0.000. The coefficient of determination (R²) value of 0.551 indicates that both variables are able to explain 55.1% of the variation in the adoption of PayLater services. Thus, online shopping behavior and promotions are important factors influencing the adoption of PayLater services among students.