Research Article
The “Buy Now, Pay Later” Payment System’s Role in Triggering Impulse Buying with Self-Control as Moderation
@INPROCEEDINGS{10.4108/eai.4-9-2024.2353768, author={Yuniarti Fihartini and Mudji Rachmat Ramelan and Driya Wiryawan and Rafika Indi Qut Ratuain and Dinniyah Salsabila}, title={ The “Buy Now, Pay Later” Payment System’s Role in Triggering Impulse Buying with Self-Control as Moderation}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={buy now pay later (bnpl) online impulse buying hedonic motivation self-control fintech platforms}, doi={10.4108/eai.4-9-2024.2353768} }- Yuniarti Fihartini
Mudji Rachmat Ramelan
Driya Wiryawan
Rafika Indi Qut Ratuain
Dinniyah Salsabila
Year: 2024
The “Buy Now, Pay Later” Payment System’s Role in Triggering Impulse Buying with Self-Control as Moderation
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2353768
Abstract
Buy Now Pay Later (BNPL) is a popular payment method in Indonesia, allowing consumers to purchase items and pay later in installments, similar to credit cards. Fintech platforms like GoPay, OVO, and Kredivo offer BNPL services, swhich are widely integrated into e-commerce platforms to simplify transactions. BNPL provides flexibility that often leads to impulse purchases driven by hedonic motivations, which may result in excessive consumption and debt. This study examines the impact of BNPL and hedonic motivation on online impulse buying and assesses the moderating role of self-control in this relationship. Using a descriptive quantitative approach, 450 respondents were surveyed, and data analysis was conducted via SEM and PLS software. Results show that BNPL availability and hedonic motivation significantly influence impulse buying online, with self-control acting as a significant moderator in these relationships.
