Pengaruh Kemudahan Penggunaan, Promosi, Financial Literacy terhadap Minat Menggunakan Kembali Shopee Paylater

Abstract

Teknologi finansial di Indonesia merupakan salah satu teknologi yang mengalami peningkatan di era ekonomi digital sehingga mendorong masyarakat menggunakan sistem cashless payment. Salah satu jenis cashless payment adalah Paylater. Terdapat dua alasan utama yang memengaruhi masyarakat Indonesia menggunakan sistem pembayaran Paylater yaitu kemudahan dalam penggunaan dan promo yang ditawarkan. Pertumbuhan penggunaan Paylater harus diiringi oleh financial literacy yang terdiri dari financial knowledge, financial behavior, dan financial attitude. Paylater yang paling diminati masyarakat Indonesia adalah Shopee Paylater. Tujuan penelitian adalah menganalisis pengaruh kemudahan penggunaan, promosi, financial literacy terhadap minat menggunakan kembali Shopee Paylater. Penelitian ini dilakukan di wilayah Jabodetabek dengan menggunakan metode penelitian kuantitatif. Pengguna Shopee Paylater yang diteliti sebanyak 290 orang yang dipilih menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah SEM-PLS melalui software smartpls 4. Hasil penelitian menunjukkan bahwa adanya pengaruh kemudahan penggunaan, promosi, financial literacy dengan minat menggunakan kembali Shopee Paylater.

Technology Financial in Indonesia is one of the technologies that has experienced an increase in the digital economy era, thus encouraging people to use a cashless payment system. One type of cashless payment is paylater. There are two main reasons that influence Indonesian people to use the paylater payment system, namely the ease of use and the promos offered. Growth in the use of paylater must be accompanied by financial literacy consisting of financial knowledge, financial behavior, and financial attitudes. The paylater that the people of Indonesia are most interested in is the shopee paylater. Thus, the purpose of this study was to analyze the effect of ease of use, promotion, and financial literacy on the intention to reuse shopee paylater. This research was conducted in the Greater Jakarta area using quantitative research methods. There were 290 research respondents who were selected using a purposive sampling technique. The data analysis method used is SEM-PLS through smartpls 4 software. The results show that ease of use, promotion, and financial literacy have a positive and significant effect on the intention to reuse shopee paylater.