Factors Factors Influencing Impulse Buying Behavior Among Generation Z Shopee PayLater Users (A Study of Generation Z in Bandar Lampung)

Sherly Novianti; Prasetya Nugeraha; Dini Mustika Buana Putri

doi:10.63922/ijebir.v5i05.5158

Sherly Novianti Department of Business Administration, Universitas Lampung, Bandar Lampung, Indonesia
Prasetya Nugeraha Department of Business Administration, Universitas Lampung, Bandar Lampung, Indonesia
Dini Mustika Buana Putri Department of Business Administration, Universitas Lampung, Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.5158

Keywords: Perceived Risk, Perceived Usefulness, Hedonic Shopping Motivation, Impulse Buying, Shopee PayLater

Abstract

The increase in Buy Now Pay Later (BNPL) services, like Shopee PayLater, has changed how people shop, especially young people in Generation Z, who often prefer the easy convenience of paying with digital methods when they buy things. This convenience can trigger impulse buying behavior. This research looks at how risk perception, perceived usefulness, and hedonic shopping motivation influence impulse buying among Gen Z Shopee PayLater users in Bandar Lampung. This study uses a quantitative method and follows an explanatory research design. Sampling was done using a non-probability method called purposive sampling, and it included 100 people. Data was gathered through an online survey and was analyzed using IBM SPSS Statistics version 31. The results of the study indicate that perceived risk has a significant negative effect on impulse buying, while perceived usefulness and hedonic shopping motivation have significant positive effects on impulse buying. Collectively, perceived risk, perceived usefulness, and hedonic shopping motivation have a significant effect on impulse buying.

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