THE CORRELATION BETWEEN PAYLATER USAGE AND DISCOUNT PROMOTIONS WITH THE CONSUMERIST BEHAVIOR OF COLLEGE STUDENTS
Abstract
ABSTRACT
The problem from this research indicate that the majority of college students in the Economics Education Program at STKIP PGRI Lumajang are experiencing a shift in their consumption patterns toward consumerism. This study aims to examine the relationship between the use of PayLater services and discount promotions with students’ consumerism behavior. The research method used in this study by quantitative descriptive method with correlation analysis. Data were collected by questionnaires and analyzed using Pearson’s correlation, t-tests, F-tests, and the coefficient of determination. The research findings indicate that the use of paylater services has a strong positive correlation with the consumerist behavior of students in the Economics Education program. Another finding shows that discount promotions have a strong positive relationship with the consumerism behavior of students in the Economics Education program. Finally conclude this study, the simultaneous use of paylater services and discount promotions has a strong positive correlation with the consumerism behavior of students in the Economics Education program. Contributions to the Economics Education Program are expected to improve financial literacy through seminars, training sessions, or educational programs on the use of financial services.
Keywords: consumerist behavior of college students; discount promotion; paylater usage
ABSTRAK
Masalah yang terungkap dari penelitian ini menunjukkan bahwa mayoritas mahasiswa Program Studi Pendidikan Ekonomi di STKIP PGRI Lumajang mengalami pergeseran pola konsumsi ke arah konsumerisme. Penelitian ini bertujuan untuk mengkaji hubungan antara penggunaan layanan paylater dan promosi diskon dengan perilaku konsumerisme mahasiswa. Metode penelitian yang digunakan dalam studi ini adalah metode deskriptif kuantitatif dengan analisis korelasi. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan korelasi Pearson, uji-t, uji-F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa penggunaan layanan paylater memiliki korelasi positif yang kuat dengan perilaku konsumerisme mahasiswa Program Pendidikan Ekonomi. Temuan lain menunjukkan bahwa promosi diskon memiliki hubungan positif yang kuat dengan perilaku konsumerisme mahasiswa Program Studi Pendidikan Ekonomi. Kesimpulan, penggunaan layanan paylater dan promosi diskon secara bersamaan memiliki korelasi positif yang kuat dengan perilaku konsumerisme mahasiswa Program Studi Pendidikan Ekonomi. Kontribusi terhadap Program Pendidikan Ekonomi diharapkan dapat meningkatkan literasi keuangan melalui seminar, sesi pelatihan, atau program pendidikan mengenai pemanfaatan layanan keuangan.
Kata kunci: penggunaan paylater; perilaku konsumtif mahasiswa; promosi diskon
References
Aalders, R. (2023). Buy now, pay later: Redefining indebted users as responsible consumers. Information, Communication & Society, 26(5), 941–956. https://doi.org/10.1080/1369118X.2022.2161830
Abdelkhair, F. Y., Babekir, M. Y., Mudawi, S. S., & Al. Abiad, A. B. A. (2023). Sales promotion and impulse buying behavior towards consumer goods: The mediating role of purchase intention. Indian Journal of Marketing, 53(2), 26–42. https://doi.org/10.17010/ijom/2023/v53/i2/172631
Abed, S. S. (2024). Sustainable development through FinTech: Understanding the adoption of buy now pay later (BNPL) applications by Generation Z in Saudi Arabia. Sustainability, 16(7), Article 2753. https://doi.org/10.3390/su16072753
Akana, T. (2022). Buy now, pay later: Survey evidence of consumer adoption and attitudes. Federal Reserve Bank of Philadelphia, Consumer Finance Institute. https://www.philadelphiafed.org/consumer-finance/consumer-credit/buy-now-pay-later-survey-evidence-of-consumer-adoption-and-attitudes
Akbar, M. I., Ahmad, B., Asif, M. H., & Siddiqui, S. A. (2020). Linking emotional brand attachment and sales promotion to post-purchase cognitive dissonance: The mediating role of impulse buying behavior. The Journal of Asian Finance, Economics and Business, 7(11), 367–379. https://doi.org/10.13106/jafeb.2020.vol7.no11.367
Akram, U., Hui, P., Khan, M. K., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/APJML-04-2017-0073
Amelia, P. N., Fidiansa, P. A., & Risa, C. S. (2023). Fenomena penggunaan PayLater di kalangan mahasiswa. Prosiding Seminar Nasional Ilmu Ilmu Sosial (SNIIS), 2, 176–187. Universitas Negeri Surabaya.
Ashby, R., Kumar, A., Salo, J., & Bezawada, R. (2025). The influence of the buy-now-pay-later payment mode on consumer spending decisions. Journal of Retailing, 101(1), 103–119. https://doi.org/10.1016/j.jretai.2025.01.003
Badan Pusat Statistik Kabupaten Lumajang. (2025). Statistik kesejahteraan rakyat Kabupaten Lumajang 2025. https://lumajangkab.bps.go.id
Badgaiyan, A. J., Verma, A., & Dixit, S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying? An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Berg, T., Fuster, A., Keil, J., & Puri, M. (2025). The economics of “buy now, pay later”: A merchant's perspective. Journal of Financial Economics, 171, 104093. https://doi.org/10.1016/j.jfineco.2025.104093
Felix, A., Lyem, R., Alexander, F., & Sutrisno, J. (2024). Pengaruh Shopee PayLater terhadap perilaku konsumtif mahasiswa: Antara kemudahan dan perangkap. Jurnal Digismantech, 4(2), 33–43. https://doi.org/10.30813/digismantech.v4i2.7605
Filotto, U., Salerno, D., Sampagnaro, G., & Stella, G. P. (2024). Riding the wave of change: Buy now, pay later as a disruptive threat to payment cards in the global market. Research in International Business and Finance, 72, 102682. https://doi.org/10.1016/j.ribaf.2024.102682
Fitri, T. D., & Adji, W. H. (2024). Pengaruh ShopeePayLater terhadap daya beli dan perilaku konsumtif mahasiswa di Politeknik Piksi Ganesha Bandung. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 3601–3614.
Hegawan, C. I. P., Faustine, T. M., Wijayanti, S., & Manaf, P. A. (2023). Exploring the influence of perceived usefulness and value of PayLater/BNPL on satisfaction, impulsive buying, and post-purchase intention. International Journal of Emerging Trends in Social Sciences, 15(1), 1–12. https://doi.org/10.55217/103.v15i1.667
Kumar, A., Salo, J., & Bezawada, R. (2024). The effects of buy now, pay later (BNPL) on customers’ online purchase behavior. Journal of Retailing, 100(4), 602-617. https://doi.org/10.1016/j.jretai.2024.09.004
Mandolfo, M., Bettiga, D., Lamberti, L., & Noci, G. (2022). Influence of sales promotion on impulse buying: A dual process approach. Journal of Promotion Management, 28(8), 1212–1234. https://doi.org/10.1080/10496491.2022.2060415
Nguyen, T. H. N., Tran, N. K. H., Do, K., & Tran, V. D. (2024). The role of product visual appeal and sale promotion program on consumer impulsive buying behavior. Emerging Science Journal, 8(1), 297–309. https://doi.org/10.28991/ESJ-2024-08-01-021
Rahmatika, S. (2021). Pengaruh penggunaan PayLater terhadap perilaku impulse buying pengguna e-commerce di Indonesia. Jurnal Riset Bisnis dan Investasi, 7(1), 44. https://jurnal.polban.ac.id/an/article/view/2058
Ratnawita, Gusmawita, D., & Zefriyenni. (2025). Analisis perilaku konsumen menggunakan pendekatan teori utilitas kardinal dan ordinal dalam pengambilan keputusan pembelian. Jurnal Economica, 13(2), 242–247. https://ejournal.iseiriau.or.id/index.php/economica/article/view/388
Santoso, W. A., & Rosyidi, S. (2024). Pengaruh diskon, promosi penjualan, gratis ongkos kirim dan ulasan produk terhadap keputusan pembelian online di Shopee. Journal of Economic, Business and Engineering (JEBE), 5(2). https://doi.org/10.32500/jebe.v5i2.6061
Serenade, V., Gusniar, B., & Rahmasari, Y. (2024). Trend analysis: Consumer behavior towards the decision to use Shopee PayLater. UPI YPTK Journal of Business and Economics, 9(2), 14–20. https://doi.org/10.35134/jbe.v9i2.260
Zahara, T., Kurniawan, B., & Dewi, M. C. (2023). Perilaku konsumtif belanja online melalui fitur Shopee PayLater pada mahasiswa Universitas Yuppentek Indonesia. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 1(4), 48–56. https://doi.org/10.572349/neraca.v1i4.256
Zhu, H., Yang, Z., Ou, C. X. J., Liu, H., & Davison, R. M. (2017). Investigating the impacts of recommendation agents on impulsive purchase behaviour. Information & Management, 54(5), 586–598. https://doi.org/10.1016/j.im.2016.08.002
Zuliyansah, Z., Yuspira, P., & Pane, S. G. (2024). Pengaruh penggunaan Shopee PayLater terhadap perilaku konsumtif mahasiswa. Jurnal Multidisiplin Teknologi dan Arsitektur, 2(1), 31–43. https://rayyanjurnal.com/index.php/motekar/article/view/2115
