Pengaruh Komunikasi Pemasaran Melalui Peningkatan Keputusan Penggunaan Kredit GoPayLater terhadap Perilaku Konsumtif Generasi Z di Kota Bandung
DOI:
https://doi.org/10.30640/jumma45.v5i1.5906Keywords:
Consumptive Behavior, Credit Usage Decision, Generation Z, GoPayLater, Marketing CommunicationAbstract
The rise of e-commerce has popularized Buy Now PayLater (BNPL) services like GoPayLater, significantly influencing the financial behavior of the younger generation. This study aims to analyze the influence of marketing communication on credit usage decisions, mediated by consumptive behavior among Generation Z in Bandung City. A quantitative method with a descriptive-explanatory approach was employed. Primary data were collected through questionnaires distributed to 100 respondents selected via purposive sampling and analyzed using Structural Equation Modeling (SEM-PLS). The findings demonstrate that marketing communication has a positive and significant effect on both credit usage decisions and consumptive behavior. Furthermore, consumptive behavior was found to significantly mediate the relationship between marketing communication and the decision to use GoPayLater. The study concludes that aggressive digital marketing strategies effectively stimulate impulsive buying and consumptive lifestyles, which subsequently drive the adoption of digital credit services. These results imply that while marketing successfully drives usage, it relies heavily on triggering non-functional spending habits among consumers.
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