Analisis Faktor-Faktor yang Mempengaruhi Impulse Buying: Studi tentang Penggunaan Paylater, Gaya Hidup Konsumtif, dan Literasi Keuangan
DOI:
https://doi.org/10.63822/n2vwc420Keywords:
Impulse Buying; Paylater, Gaya Hidup Konsumtif, Literasi KeuanganAbstract
Penelitian ini untuk menganalisis Faktor-Faktor yang Mempengaruhi Impulse Buying: Studi tentang Penggunaan Paylater, Gaya Hidup Konsumtif, dan Literasi Keuangan. Sampel dalam penelitian ini adalah bagian dari populasi generasi Z yang memenuhi kriteria sebagai pengguna atau individu yang memiliki pengetahuan dan pengalaman dalam menggunakan layanan PayLater saat bertransaksi melalui e-commerce dengan jumlah 160 responden. Analisis data dalam penelitian ini dilakukan menggunakan pendekatan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan bantuan perangkat lunak SmartPLS versi 3.0. Secara keseluruhan, meskipun nilai koefisien determinasi (R²) berada pada kategori rendah, model penelitian ini tetap mampu menjelaskan perilaku impulse buying secara empiris. Hal ini dapat dipahami mengingat perilaku impulse buying merupakan fenomena kompleks yang dipengaruhi oleh berbagai faktor psikologis dan situasional di luar model penelitian.
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