FINANCIAL ABILITY AND IMPULSIVE BUYING BEHAVIOR IN ONLINE PAYLATER SYSTEMS: CASE STUDY IN MARKETPLACE

Abstract

This study aims to test to analyze and measure the effect of financial Ability (capacity) on the Online Pay Later System and to analyze and measure the effect of Impulsive Buying Behavior on the Online Pay Later System. The object of this research is the people in the Municipality of Depok who use the online paylater system in several marketplaces (Shopee Paylater, Gopaylater, Ovo Paylater, Tokopedia Paylater, etc.). As many as 150 data were collected using the survey method with convenience sampling technique. Data analysis was performed using the SmartPLS application. The results of the study show that the PayLater Online System on the Marketplace is influenced by Financial Abilty (capacity) and Impulsive Buying Behavior