PENGARUH BUY NOW PAY LATER TERHADAP PERILAKU KONSUMTIF MAHASISWA GENERASI Z PENGGUNA SHOPEEPAYLATER DI KOTA BANDUNG - Cinda Nurulita Mitkel, - (2022)
Saat ini, teknologi telah berkembang sangat pesat, semakin berkembangnya teknologi maka kebutuhan dan gaya hidup masyarakat juga semakin meningkat. Begitupun dengan sistem pembayaran dalam transaksi online juga ikut berkembang seiring berjalannya waktu. Hadirnya pembayaran berbasis fintech berupa ShopeePayLater pada tahun 2019 ini sangat diminati masyarakat dari berbagai kalangan, Adapun ShopeePayLater menawarkan manfaat dan kemudahan dalam penggunaannya, karena pengguna e-commerce Shopee dapat bertransaksi dengan belanja sekarang dan bayar nanti sesuai slogan dari layanan pembayaran pay later. Penelitian ini bertujuan untuk melihat seberapa besar pengaruh buy now pay later terhadap perilaku konsumtif mahasiswa generasi Z pengguna ShopeePayLater di Kota Bandung. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan metode deskriptif statistik, adapun jumlah sampel yang digunakan sebesar empat ratus responden. Hasil penelitian yang ditemukan bahwasannya (1) pembayaran fintech ShopeePayLater pada kalangan mahasiswa generasi Z di Kota Bandung termasuk ke dalam kategori sedang, diartikan bahwa mahasiswa generasi Z cukup banyak mengetahui dan tertarik menggunakan ShopeePayLater dengan beragam manfaat dan kemudahan. (2) perilaku konsumtif pengguna ShopeePayLater mahasiswa generasi Z di Kota Bandung termasuk ke dalam kategori sedang, diartikan bahwa ShopeePayLater cukup banyak mempengaruhi keuangan mahasiswa generasi Z dalam membeli suatu produk. (3) terdapat pengaruh dari adanya buy now pay later terhadap perilaku konsumtif mahasiswa generasi Z pengguna ShopeePayLater di Kota Bandung, artinya semakin sering mahasiswa generasi Z menggunakan ShopeePayLater dapat mempengaruhi hasrat keinginan untuk memiliki barang atau produk tersebut sehingga menimbulkan perilaku konsumtif. Currently, technology has developed very rapidly, as technology develops, people's needs and lifestyles are also increasing. Even, the payment system in online transactions also develops over time. The presence of fintech-based payments in the form of ShopeePayLater in 2019 is very attractive to people from various circles, ShopeePayLater offers benefits and ease of use, because Shopee e-commerce users can transact by shopping now and pay later according to the slogan of the pay later payment service. This study aims to see how big the influence of buy now pay later on the consumptive behavior of generation Z students using ShopeePayLater in Bandung city. This research was conducted using a quantitative approach with a descriptive method, while the number of samples used was four hundred respondents. The results of the study which say that (1) ShopeePayLater fintech payments among generation Z students in Bandung city are included in the medium category, meaning that generation Z students know quite a lot and are interested in using ShopeePayLater with various benefits and conveniences. (2) The consumptive behavior of Generation Z students of ShopeePayLater users in Bandung city is in the medium category, meaning that ShopeePayLater quite a lot affects the finances of Generation Z students in buying a product. (3) there is an influence from the existence of buy now pay later on the consumptive behavior of generation Z students who use ShopeePayLater in Bandung, meaning that the more often generation Z students use ShopeePayLater can affect the desire to own the goods or products, causing consumptive behavior.