DAMPAK PERSEPSI PENGGUNA TERHADAP PERILAKU IMPULSIFGENERASI Z: MEDIASI ADOPSI PAYLATER DAN MODERASI LITERASI KEUANGAN

Abstrak

Penelitian ini bertujuan menganalisis perilaku impulsif Generasi Z dalam penggunaan layanan beli sekarang bayar nanti (paylater) dengan menguji pengaruh persepsi kemudahan, persepsi kesenangan, dan persepsi manfaat terhadap adopsi paylater, serta peran literasi keuangan sebagai variabel moderasi. Riset ini menerapkan pendekatan kuantitatif dari pembagian kuesioner kepada pengguna paylater Generasi Z di Indonesia. Dari 312 responden yang terkumpul, sebanyak 309 data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan SmartPLS 4.0. Hasil riset membuktikan bahwa persepsi manfaat dan persepsi kesenangan berpengaruh positif terhadap adopsi paylater, sedangkan persepsi kemudahan tidak berpengaruh. Adopsi paylater terbukti meningkatkan perilaku impulsif pada Generasi Z. Selain itu, adopsi paylater memediasi hubungan antara persepsi manfaat dan persepsi kesenangan dengan perilaku impulsif, tetapi tidak memediasi pengaruh persepsi kemudahan. Sementara itu, literasi keuangan tidak memoderasi hubungan antara adopsi paylater dan perilaku impulsif. Temuan ini menegaskan bahwa manfaat dan kesenangan yang dirasakan menjadi pendorong utama penggunaan paylater dan perilaku impulsif pada Generasi Z.

This study aims to analyze the impulsive behavior of Generation Z in using buy now pay later (paylater) services by examining the influence of perceived ease, perceived pleasure, and perceived usefulness on paylater adoption, as well as the role of financial literacy as a moderating variable. This research applies a quantitative approach by distributing questionnaires to Generation Z paylater users in Indonesia. A total of 312 respondents were collected, 309 of whom analyzed data using Structural Equation Modeling (SEM) with the help of SmartPLS 4.0. The results of the study prove that perceived usefulness and perceived pleasure have a positive effect on paylater adoption, while perceived ease has no effect. Paylater adoption has been shown to increase impulsive behavior in Generation Z. In addition, paylater adoption mediates the relationship between perceived usefulness and perceived pleasure with impulsive behavior, but does not mediate the effect of perceived ease. Meanwhile, financial literacy does not moderate the relationship between paylater adoption and impulsive behavior. These findings confirm that perceived benefits and pleasure are the main drivers of paylater use and impulsive behavior in Generation Z.