Gen Z and Paylater: Analysis of Purchase Decisions on the E-Commerce Platform in Samarinda City
DOI:
https://doi.org/10.61132/icmeb.v2i2.310Keywords:
Generation Z, PayLater, Purchasing Decisions, Risk Perception, Transaction ConvenienceAbstract
The rapid development of digital technology, especially after the COVID-19 pandemic, has brought changes to people's behavior and lifestyle with the trend of digital payments. One of the advances in digital financial services technology is PayLater, a Fintech innovation that offers easy transactions in the form of loans and installments without a credit card. This study aims to analyze the influence of transaction convenience and risk perception on purchasing decisions using the PayLater feature on e-commerce platforms among Generation Z in Samarinda City. This study uses a quantitative approach with associative methods and multiple linear regression analysis using SPSS 27. The method used is purposive sampling to obtain a sample of 100 respondents from Generation Z in Samarinda City, aged 18-28 years, who have used PayLater on e-commerce platforms. The findings show that transaction convenience (X1) has a positive and significant effect on purchasing decisions, but risk perception (X2) does not have a significant effect on purchasing decisions. At the same time, both variables have a significant effect on purchasing decisions. The findings of this study are expected to provide valuable insights for the PayLater feature to design more effective strategies to improve customer satisfaction and transaction experience.
Downloads
References
Anam, K. (2022, May 17). Banyak fitur paylater, gimana menurut pakar? CNBC Indonesia.
Bank Indonesia. (2025, March). Transaksi ecommerce Indonesia 2019-2024.
Datunnisa, S. K., Puspasari, I. D., Manajemen, S. N., Akuntasi, E., Ekonomi, F., & Kediri, U. N. P. (2024). Pengaruh kemudahan, manfaat, persepsi risiko terhadap keputusan pembelian menggunakan transaksi pembayaran Shopee Paylater (Studi kasus pada mahasiswa Universitas Nusantara PGRI Kediri). 144–154.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Evelyna, F. (2021). Theory of planned behavior untuk memprediksi niat pembelian tiket secara online pada generasi milenial. Jurnal Bisnis, Manajemen, dan Akuntansi, 8(1), 1–19. https://doi.org/10.54131/jbma.v8i1.113
Fajrussalam, H., Hartiani, D., & ... (2023). Analisis pembayaran Paylater dalam aplikasi Shopee menurut perspektif Islam. Attadib, 6(2), 265–290. https://doi.org/10.32832/at-tadib.v6i2.19547
lia, A., Syariah, E., & Siliwangi, U. (2023). Transaksi kredit digital (Shopee Paylater) dalam perspektif Islam. 07, 14–26. https://doi.org/10.33507/lab.v7i01.1106
Maf’ula Riyadhatul, Eka, Pebrianggara, A., & Yulianto, M. R. (2024). The effectiveness of perceived usefulness, perceived ease of use, and facilitating conditions on purchase decision. Management Studies and Entrepreneurship Journal, 5(2), 4023–4037. https://doi.org/10.21070/ups.4458
Melani, A., & Hamid, R. S. (2023). Peran online trust, risk perception, delivery risk dalam menentukan online purchase intention pada iGeneration yang menggunakan e-commerce. Jesya, 6(1), 395–407. https://doi.org/10.36778/jesya.v6i1.929
Minan, K. (2021). Analisis pendekatan metode TAM pada penggunaan aplikasi e-commerce. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 3(2), 181–187. https://doi.org/10.47065/ekuitas.v3i2.1118
Qomala, H. N. I. (2023). Faktor-faktor yang mempengaruhi keputusan konsumen dalam melakukan pembelian secara online (Studi kasus pada mahasiswa STIE-PI Makassar). Perencanaan Pembangunan Daerah, 1(2), 26–37. https://doi.org/10.47453/ecopreneur.v2i1.302
Salisa, N. R. (2021). Faktor yang mempengaruhi minat investasi di pasar modal: Pendekatan theory of planned behaviour (TPB). Jurnal Akuntansi Indonesia, 9(2), 182. https://doi.org/10.30659/jai.9.2.182-194
Sari, R. (2021). Pengaruh penggunaan paylater terhadap perilaku impulse buying pengguna e-commerce di Indonesia. Jurnal Riset Bisnis dan Investasi, 7(1), 44–57. https://doi.org/10.35313/jrbi.v7i1.2058
Tri, A. H. (2024, January 31). APJII: Jumlah pengguna internet Indonesia tembus 221 juta orang. Detik Inet.
Wijaya, O. (2023). E-commerce: Perkembangan, tren, dan peraturan perundang-undangan. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 16(1), 41–47. https://doi.org/10.51903/e-bisnis.v16i1.1083
Wulan Dary, R., & Pudjihardjo, M. (2022). Pengaruh kepercayaan, kemudahan, religiusitas dan persepsi risiko terhadap keputusan pembelian menggunakan Spaylater. Islamic Economics and Finance in Focus, 1(3), 252–263. https://doi.org/10.21776/ieff.2022.01.3.07
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Proceeding of the International Conference on Management, Entrepreneurship, and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
