The Influence of E-commerce, Lifestyle and Consumer Behavior on the Decision to Use Shopee PayLater as a Digital Credit Service

Frans Eric Sinaga; Rizky Arman Dani Lubis; Nicholas Immanuel H Pardomuan S; Jaka Permana; Hendra Jonathan Sibarani

doi:10.63922/ijebir.v5i03.3508

Frans Eric Sinaga PUI Digital Business and SMEs, Fakultas Ekonomi Universitas Prima Indonesia
Rizky Arman Dani Lubis PUI Digital Business and SMEs, Fakultas Ekonomi Universitas Prima Indonesia
Nicholas Immanuel H Pardomuan S PUI Digital Business and SMEs, Fakultas Ekonomi Universitas Prima Indonesia
Jaka Permana PUI Digital Business and SMEs, Fakultas Ekonomi Universitas Prima Indonesia
Hendra Jonathan Sibarani Mikroskil University, Medan

DOI: https://doi.org/10.63922/ijebir.v5i03.3508

Keywords: Buy Now Pay Later, Consumer Behavior, E-commerce, Lifestyle, Shopee PayLater

Abstract

This study analyzes the influence of e-commerce, lifestyle, and consumer behavior on the decision to use Shopee PayLater among Gen Z Medan, amidst the growth of Indonesian BNPL reaching US$8.59 billion in 2025. The main objective is to test the partial and simultaneous effects of these three variables. Using a quantitative explanatory approach with a descriptive-verification design, a population of 500 users was sampled by 222 respondents via purposive sampling and a 5-point Likert questionnaire. Data analysis was performed using SPSS 27, including classical assumption tests, multiple linear regression, t-test, F-test, and R². The results show that e-commerce (β=0.241, t=4.084, p<0.001) and consumer behavior (β=0.227, t=3.993, p<0.001) have a significant partial effect, while lifestyle does not (t=1.166, p=0.245); Simultaneously, the three factors explained 25.4% of the variance (F=26.078, p<0.001). The study concluded that digital platforms and individual factors drive digital credit adoption, with risk education implications for Shopee and the Financial Services Authority (OJK).

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