Accessibility Of Buy Now Pay Later Leading To Impulse Buying: A Study On Shopee Pay Later

Adelina Zada, Basu Swastha Dharmmesta, Prof. Dr., M.B.A.

2025 | Skripsi | MANAJEMEN

Karena belanja online dan E-Commerce menjadi model bisnis yang sangat populer di seluruh Indonesia dan sebagian besar negara, penggunaan Beli Sekarang Bayar Nanti menjadi lebih menonjol sebagai alternatif dari cara kredit tradisional. Namun, Beli Sekarang Bayar Nanti telah dikaitkan dengan perilaku pembelian impulsif yang dapat menyebabkan masalah lebih lanjut jika tidak ditangani, dan bagaimana aksesibilitas layanan Beli Sekarang Bayar Nanti secara online dapat mendorong perilaku tersebut. Oleh karena itu, penelitian ini bertujuan untuk menemukan bagaimana akses yang lebih luas terhadap layanan Buy Now Pay Later melalui E-Commerce online dapat mempengaruhi perilaku pembelian impulsif konsumen di Indonesia, khususnya di Jabodetabek (Jakarta, Bogor, Depok, Tangerang, dan Bekasi) pada orang dewasa muda dengan menggunakan model deduksi kuantitatif dan metode survei untuk mempelajari dan menganalisa hubungan antar variabel penelitian. Penelitian ini menggunakan data 200 responden dari total 236 responden yang terkumpul yang sesuai dengan kriteria penelitian. Hasil penelitian menunjukkan bahwa terdapat hubungan tidak langsung antara aksesibilitas dan pembelian impulsif ketika dimediasi oleh penggunaan BNPL dan penggunaan BNPL memiliki hubungan yang signifikan antara aksesibilitas dan pembelian impulsif.

As online shopping and E-Commerce are becoming a widely popular business model throughout Indonesia and most countries, Buy Now Pay Later use becomes more prominent as an alternative to traditional means of credit as it limits the amount of people able access such services. Currently, the amount of people in Indonesia that uses Buy Now Pay Later has reached over ten million users, and with how such services made it possible for consumers to have better credit access when compared to traditional credit cards. However, such services such as Buy Now Pay Later has been linked to negative consumer behaviour such as impulsive buying which can lead to further issues if not addressed, and how the accessibility of Buy Now Pay Later services online can encourage such behaviours. Thus, the research aims to find how broader access of Buy Now Pay Later through online E-Commerce have an effect towards consumer’s impulsive buying behaviours in Indonesia, specifically within Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi) on young adults. 

The research uses a quantitative deduction model along with the survey method to study and analyze the relationship between the variables of the research. This research uses the data of 200 respondents out of a collected total of 236 respondents that aligns with the research’s intended criteria. 

The final findings of the research reveals that there is an indirect relationship between accessibility and impulsive buying when mediated by BNPL use. And how BNPL use has a significant relationship towards accessibility and impulsive buying. 

Kata Kunci : Consumer behaviour, accessibility, Buy-Now-Pay-Later, impulsive buying