Pengaruh Penggunaan Shopee Paylater Terhadap Perilaku Konsumtif Generasi Z
Studi Kasus Pada Mahasiswa Program Studi Manajemen Feb Unismuh Makassar
DOI:
https://doi.org/10.30640/jumma45.v5i2.8133Keywords:
Consumption Behavior, Fintech, Generation Z, Shopee PayLater, StudentsAbstract
This study aims to analyze the influence of the Shopee PayLater digital payment service on the consumptive behavior of Generation Z students majoring in Management at the Faculty of Economics and Business (FEB), Universitas Muhammadiyah Makassar. A descriptive quantitative research approach was employed. Primary data were collected via questionnaires distributed to 80 active students from the Class of 2022, selected using the Slovin formula from a total population of 394 students. The data were statistically processed using SPSS version 26.0 software, utilizing simple linear regression analysis to examine the relationship between variables. The results indicate that the use of Shopee PayLater has a positive and significant partial effect on student consumptive behavior. The coefficient of determination (R²) value of 0.579 suggests that 57.9% of the variation in consumptive behavior is influenced by the use of this feature, while the remainder is attributed to external factors. Easy access to instant credit limits—without the need for a physical card—was found to drive a tendency among students to engage in impulsive, spontaneous, and unplanned purchases to satisfy digital lifestyle demands and seek emotional gratification, rather than to meet functional academic needs.
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