IMPULSE BUYING BEHAVIOR: PERSPECTIVE ON BUY NOW PAY LATER FEATURE AND FINANCIAL LITERACY

Abstract

Impulsive buying is unplanned behavior in purchasing a product because of a sudden urge and a very strong desire to get the product immediately. This behavior often occurs in GenZ, especially students who like to shop online but do not pay attention to their finances. This study aims to see how the use of the Buy Now Pay Later feature and financial literacy affects impulsive buying behavior in college students, with students using Shopee Pay Later as the object of study. This research uses a Quantitative approach. The population of this study were students of Universitas Negeri Semarang who used Shopee Pay Later with sampling techniques using non-probability sampling techniques with purposive sampling methods, namely sampling techniques with certain considerations. The data collection method uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple linear regression analysis. The results showed that the use of the Buy Now Pay Later feature has a significant positive effect on impulsive buying behavior and financial literacy has a significant negative effect on impulsive buying behavior. Judging from the results of the determinant coefficient test, a value of 0.232 or 23.2% is obtained, meaning that impulsive buying behavior is influenced by the use of the Buy Now Pay Later feature and financial literacy, and 76.8% of impulsive buying behavior is influenced by other variables not examined in this study.