ANALYZING THE DETERMINANTS OF BUY NOW, PAY LATER (BNPL) USERS AMONG YOUNG PEOPLE IN WEST SUMATRA: A LOGISTIC REGRESSION APPROACH

Fachrum, Nisa (2025) ANALYZING THE DETERMINANTS OF BUY NOW, PAY LATER (BNPL) USERS AMONG YOUNG PEOPLE IN WEST SUMATRA: A LOGISTIC REGRESSION APPROACH. S2 thesis, Universitas Andalas.

	Text (Cover dan Abstrak) Cover dan Abstrak.pdf - Published Version Download (274kB)
	Text (BAB I (Pendahuluan)) BAB I (Pendahuluan).pdf - Published Version Download (381kB)
	Text (BAB V (Penutup)) BAB V (Penutup).pdf - Published Version Download (315kB)
	Text (Daftar Pustaka) Daftar Pustaka.pdf - Published Version Download (265kB)
	Text (Thesis Full Text) Full Thesis Fachrum Nisa.pdf - Published Version Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

The rapid expansion of Buy Now, Pay Later (BNPL) services has altered consumer payment behavior, particularly among younger generations. However, rising concerns over financial risks and consumer protection highlight the need to understand the factors influencing BNPL adoption. This study aims to analyze the determinants of using Buy Now, Pay Later (BNPL) services among young people in West Sumatra using a logistic regression approach. The factors tested include socio-economic characteristics such as gender level of education, and income, BNPL promotion, social influence, and financial self-control. Data were collected through a survey involving 200 respondents aged 18 to 43, consisting of millennials and Generation Z. Respondents included both users and non users to identify behavioral and demographic differences between these groups. The findings demonstrate that BNPL promotion and social influence significantly and positively affect Buy Now Pay Later (BNPL) adoption. Conversely, socio-economic factors such as gender, level of education, and income, also financial self-control do not show significant influence on Buy Now Pay Later (BNPL) usage. These findings provide the importance of effective and responsible marketing strategies and social validation in driving Buy Now Pay Later usage (BNPL). This study also recommends strengthening regulations to enhance consumer protection in the technology-based financial services ecosystem.

Actions (login required)

View Item