Why do Consumers Regret Using Paylater Services? The Influence of Impulsive Buying and Unplanned Buying
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8028Keywords:
Impulsive Buying, Paylater, Post-Purchase Regret, Unplanned BuyingAbstract
Adoption of PayLater or BNPL (Buy Now Pay Later) services in Indonesia has expanded sharply, reaching 79.92 million financing contracts, as recorded by the Otoritas Jasa Keuangan (OJK) in 2023. Paylater is a financial technology (FinTech) that lets consumers obtain goods or services immediately while deferring payment through installments. Based on the increasing use of PayLater services, consumers have been found to experience post-purchase regret after using PayLater services. The younger generation has a higher tendency to experience post-purchase regret after using PayLater services, especially individuals which shows a tendency towards impulsive buying and unplanned buying. This study examines how impulsive buying and unplanned buying on post-purchase regret among PayLater users. Using a quantitative design with purposive sampling, data were collected from 140 respondents through an online questionnaire with a 5-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. The findings show that both impulsive buying and unplanned buying exert a significant, positive influence on post-purchase regret among PayLater users. This finding provides an overview of paylater users that arise due to spontaneous and unplanned purchasing behavior facilitated by the convenience of paylater which then creates post-purchase regret.
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