Pengaruh Perceived Benefit, Social Influence, Perceived Risk Dan Habit Terhadap Behavioural Intention Dan Kaitannya Dengan Usage Behaviour Layanan Buy-Now, Pay-Later (BNPL) Pada Gen-Z Dan Milenial Di Indonesia
Abstract
Penggunaan layanan Buy-Now, Pay-Later (BNPL) di Indonesia semakin meningkat, terutama di kalangan Generasi
Z dan Milenial yang tertarik pada kemudahan pembayaran tanpa bunga. Penelitian ini bertujuan untuk menganalisis
pengaruh perceived benefit, social influence, perceived risk, dan habit terhadap niat berperilaku serta dampaknya
terhadap perilaku penggunaan BNPL pada kelompok demografi ini. Penelitian ini menggunakan pendekatan
kuantitatif dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS) menggunakan software SmartPLS
versi 4.1.0.6. Data dikumpulkan dari 530 responden, dengan 518 responden memenuhi kriteria penelitian. Hasil
penelitian menunjukkan bahwa perceived benefit (β = 0.345) dan habit (β = 0.276) memiliki pengaruh positif yang
signifikan terhadap niat berperilaku, sedangkan perceived risk (β = -0.231) menunjukkan pengaruh negatif yang
signifikan. Social influence ditemukan memiliki efek positif tetapi tidak signifikan. Selanjutnya, niat berperilaku (β =
0.479) terbukti secara signifikan memengaruhi perilaku penggunaan BNPL. Penelitian ini menyimpulkan bahwa untuk
meningkatkan adopsi layanan BNPL di kalangan Generasi Z dan Milenial, penyedia layanan perlu fokus pada faktorfaktor
yang mendorong niat berperilaku.
Kata Kunci-buy-now pay-later, generation z dan milenial, perceived benefit, perceived risk, UTAUT 2,
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