THE INFLUENCE OF SHOPEE PAYLATER ON THE CONSUMPTIVE BEHAVIOR OF STUDENTS AT THE INSTITUT KIAI HAJI ABU ZAIRI
DOI:
https://doi.org/10.66931/jizzi.v5.i3.532Abstract
The digital 4.0 revolution has given birth to Financial Technology (Fintech) such as Shopee PayLater which changes people's consumption patterns, especially among university students. This study aims to analyze the effect of using Shopee PayLater on consumptive behavior of Institut Kiai Haji Abu Zairi students. The "buy now, pay later" phenomenon potentially blurs the line between needs and wants, triggering impulsive buying. The research uses a quantitative approach with associative type. The population is active users of Shopee PayLater among students. Samples were taken by purposive sampling, sample size determined by Isaac & Michael formula. The instrument is a closed questionnaire with Likert scale 1-4. Data analysis used simple linear regression, preceded by validity, reliability, and classical assumption tests. Expected result: there is a significant effect of Shopee PayLater on consumptive behavior. This research provides theoretical contributions to digital consumer behavior and practical benefits for students, institutions, and fintech developers.
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