Apakah Happiness Meningkatkan Impulsive Buying Behavior Pada Efek Buy Now Pay Later (BNPL) Promotion Dan Social Influence?
DOI:
https://doi.org/10.37385/msej.v6i4.7964Keywords:
Perilaku Pembelian Spontan, Promosi Beli Sekarang Bayar Nanti, Pengaruh Sosial, KebahagiaanAbstract
Pertumbuhan pesat e-commerce di Indonesia, khususnya di kalangan konsumen, telah mengubah perilaku pembelian, dengan Shopee sebagai salah satu platform terkemuka yang menawarkan layanan Buy Now Pay Later (BNPL) seperti Shopee PayLater. Layanan ini memungkinkan konsumen untuk membeli produk dengan opsi pembayaran yang fleksibel. Penelitian ini bertujuan untuk menganalisis pengaruh Buy Now Pay Later (BNPL) Promotion dan Social Influence terhadap Impulsive Buying Behavior, dengan Happiness sebagai variabel mediasi. Metode penelitian ini menggunakan pendekatan kuantitatif dengan Purposive Sampling dari 187 mahasiswa di Padang, penelitian ini menganalisis data dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasilnya menunjukkan bahwa Buy Now Pay Later (BNPL) Promotion mempengaruhi Impulsive Buying Behavior secara signifikan, dan juga secara langsung melalui Happiness. Social Influence tidak langsung mempengaruhi Impulsive Buying Behavior, tetapi berpengaruh signifikan terhadap Happiness, yang dimana dapat memediasi hubungan antara Buy Now Pay Later (BNPL) Promotion dan Impulsive Buying Behavior. Temuan ini menyoroti pentingnya faktor emosional seperti Happiness dalam memperkuat pengaruh Buy Now Pay Later (BNPL) Promotion dan Social Influence terhadap Impulsive Buying Behavior pada pengguna Shopee.
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