Analysis of PayLater Services Impacts on Impulsive Buying Behavior of Online Marketplace Consumers in Kendari
Keywords:
Digital Consumer Behavior, Impulsive Buying, Marketplace, PaylaterAbstract
The Paylater feature on marketplaces in Indonesia is increasingly popular because it offers easy payment in installments or deferred payments. This convenience has the potential to encourage impulsive buying behavior in consumers, namely the tendency to buy without careful planning. This study aims to describe the consumer experience in using Paylater and its relation to impulsive behavior. This study uses a qualitative descriptive approach with instruments in the form of a questionnaire containing closed-ended statements on a Likert scale to support quantitative descriptive analysis, as well as open-ended questions to explore consumer experience in more depth, which were disseminated online to 23 informants who used Paylater in the marketplace. The analysis was carried out through simple descriptive statistics for quantitative data and thematic analysis for open-ended answers. The results of the study show that the majority of informants feel that Paylater facilitates transactions (76.9%), but at the same time increases the tendency to impulsive buying, especially when there are promos or flash sales. The qualitative analysis revealed three main themes: (1) the motivation for using Paylater includes convenience, promos, and payment flexibility; (2) impulsive triggers come from discounts, advertisements, and product recommendations; and (3) the diverse emotional and financial impacts, from momentary gratification to regret due to accumulating installments. This study concludes that Paylater has a significant role in shaping the impulsive buying behavior of marketplace consumers, so it is important to have digital financial literacy education to reduce its negative impact.
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