Pengaruh Psychological Factors, Financial Literacy, dan Paylater Misuse terhadap Compulsive Buying

Abstract

Peningkatan tren belanja online melalui e-commerce di masa pandemi Covid-19 turut didukung dengan perkembangan metode pembayaran digital, salah satunya paylater. Paylater memungkinkan konsumen untuk membeli barang sekarang dan membayarnya kemudian dengan cicilan setiap bulan. Pertumbuhan paylater di Indonesia dapat mendorong perkembangan ekonomi digital dan selaras dengan tujuan pembangunan berkelanjutan (Sustainable Development Goals/SDGs). Namun, apabila tidak dikendalikan, penggunaan paylater justru berisiko memicu perilaku compulsive buying dan meningkatkan jumlah hutang yang dimiliki konsumen. Penelitian ini bertujuan untuk menganalisis karakteristik pengguna paylater di Jabodetabek, menganalisis pengaruh psychological factors dan financial literacy terhadap paylater misuse, dan menganalisis pengaruhnya terhadap compulsive buying. Penelitian ini menggunakan sampel sebanyak 275 responden pengguna paylater di Jabodetabek. Sampel penelitian ditentukan menggunakan metode non-probability sampling jenis convenience sampling dan quota sampling. Selanjutnya, hasil penelitian dianalisis menggunakan analisis deskriptif dan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian ini menunjukkan bahwa psychological factors, financial literacy, dan paylater misuse memiliki pengaruh yang positif dan signifikan terhadap compulsive buying.

The increasing trend of online shopping through e-commerce during the Covid-19 pandemic is also supported by the development of digital payment method, one of which is paylater. Paylater allows consumers to buy now and pay later in monthly installments. Paylater growth in Indonesia can encourage the development of the digital economy and is in line with sustainable development goals (SDGs). However, if not controlled, the use of paylaters actually risks triggering compulsive buying behavior and increasing the amount of debt owned by consumers. This research aims to analyze the characteristics of paylater users in Jabodetabek, analyze the influence of psychological factors and financial literacy toward paylater misuse, and analyze its influence toward compulsive buying. The sample of this research was 275 respondents of paylater users in Jabodetabek. The research sample was determined using the non-probability sampling method, types convenience sampling and quota sampling. Furthermore, the research results were analyzed using descriptive analysis and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results of this research show that psychological factors, financial literacy, and paylater misuse have a positive and significant effect on compulsive buying.