Gen Z’s Perception of Impulsive Buying Behavior and the Tendency to Use Paylater Among Digital Business Students
DOI:
https://doi.org/10.70904/Keywords:
paylater usage, impulsive buying behavior, wise money managementAbstract
The rapid advancement of digital technology and modern financial services has significantly influenced the consumption patterns of university students, particularly Generation Z (Gen Z), who are deeply integrated with digital technologies in their daily lives. This study aims to explore students’ perceptions in the Digital Business Study Program toward impulsive buying behavior and the tendency to use paylater as a payment method. A survey method was employed by distributing questionnaires to active students in the program. The findings reveal that accessibility and payment flexibility offered by paylater services are the primary factors driving impulsive buying behavior. Furthermore, positive perceptions toward paylater contribute to its high adoption rate among respondents. These findings contribute to the development of digital financial literacy and responsible marketing strategies for students familiar with business and digital technology.
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Copyright (c) 2024 Azizah Irhamnia Taufik, Elizabeth, Viyola Isdianti, Ines Nur Irawan, Rendika Vhalery (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
