The Influence of Financial Attitude and Intensity of Shopee Paylater Use on Gen Z's Impulsive Buying: A Study of UIN North Sumatra Students
DOI:
https://doi.org/10.35891/7q0t8f36Keywords:
Financial Attitude, Intensity, Shopee PayLater, Gen Z, Impulsive buyingAbstract
Purpose: This study aims to analyze the effect of financial attitude and the intensity of Shopee PayLater usage on impulsive buying behavior among Generation Z students at the Faculty of Islamic Economics and Business (FEBI), UIN Sumatera Utara.
Design/Methodology/Approach: This study employs a quantitative approach using a survey method. Data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the assistance of SmartPLS software to examine the relationships between financial attitude, the intensity of Shopee PayLater usage, and impulsive buying behavior.
Findings: The results indicate that financial attitude has a significant effect in reducing impulsive buying behavior, while the intensity of Shopee PayLater usage has a positive and significant effect on increasing impulsive buying behavior. Furthermore, the coefficient of determination (R²) of 0.637 demonstrates that both independent variables explain 63.7% of the variation in students’ impulsive buying behavior. These findings confirm that impulsive buying behavior is influenced by internal factors, namely financial attitudes, and external factors related to the convenience of digital payment services.
Practical Implications: The findings emphasize the importance of strengthening financial attitudes and improving Islamic financial literacy among Generation Z students to encourage more responsible financial behavior in response to the rapid development of financial technology and digital payment services.
Originality/Value: This study contributes to the literature by examining the combined influence of financial attitude and Shopee PayLater usage intensity on impulsive buying behavior among Generation Z students in an Islamic higher education context, particularly at FEBI UIN Sumatera Utara, using the SEM-PLS approach.
Downloads
References
Al Ghifari, A. D., & Nasution, Y. S. J. (2023). Analisis Hukum Islam terhadap Jual Beli Online. As-Syirkah: Islamic Economic & Financial Journal, 2(2), 151–162.
Al Mutanafisa, T., & Retnaningsih, R. (n.d.). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers: the Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), 77–91.
AZ-ZUHAILI, F. M. M. W. (2024). Jurnal Perbankan Syari’ah. Jurnal Perbankan Syari’ah, 6(01).
Azizeh, N., Widyastuti, U., & Yusuf, M. (2022). Determinant of financial management behavior and impact on financial satisfaction in Generation Z. Jurnal Dinamika Manajemen Dan Bisnis, 5(2), 57–76.
Batubara, M., Putri, M., & Hrp, M. R. A. (2024). Pengaruh penggunaan paylater terhadap perilaku impulse buying pengguna e-commerce Shopee (Studi kasus pada mahasiswa FEBI UIN Sumatera Utara). Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(1).
Becker, J.-M., Cheah, J.-H., Gholamzade, R., Ringle, C. M., & Sarstedt, M. (2023). PLS-SEM’s most wanted guidance. International Journal of Contemporary Hospitality Management, 35(1), 321–346.
BPS. (2024). Statistik Telekomunikasi Indonesia. Badan Pusat Statistik.
Budiharjo, R., Pratomo, D., & Hapsari, D. W. (2025). Local government financial performance: good governance, the efectiveness internal control and competence. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 10(1), 125–138.
Cristy, C. D., Eddy, A., & Harimurti, F. (2025). FINANCIAL ATTITUDE DAN FINANCIAL LITERACY TERHADAP PENGELOLAAN KEUANGAN MAHASISWA: STUDI LITERATUR BERBASIS THEORY OF PLANNED BEHAVIOR. Jurnal Riset Akuntansi & Keuangan, 233–241.
Databooks. (2023). 8 Layanan Paylater Terpopuler di Indonesia , Shopee Paylater Juara. Databooks.
Della Safina, P., Widyastuti, U., & Krissanya, N. (2024). Identifying Impulse Buying Behavior Among Students: The Role Of Financial Attitude And Lifestyle. Jurnal Pendidikan Ekonomi, Perkantoran, Dan Akuntansi, 5(2), 423–434.
Eliya, L., & Permatasari, D. (2025). The Effect of Financial Ratios on Financial Distress with the Springate Approach. MALIA, 17(1), 39–57.
Fadilah, T., & Jannah, N. (2025). The Influence of Islamic Financial Literacy and Peer Influence on Islamic Entrepreneurial Behavior of UIN North Sumatra Medan Students. MALIA, 17(1), 174–194.
Fahamsyah, M. H., Achmad, L. I., Miharja, M. N. D., Wulandari, D. S., Novan, M., & Utomo, I. T. (2025). Digital Mediation in Institutional Theory: How Transactional Digitalization Bridges Pressures and Performance in Islamic Finance. MALIA, 17(1), 18–38.
Farhana, A. (2026). Financial Behavior and Its Association with Impulsive Buying Behavior: An Empirical Analysis on Gen Z and Millenials. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 194–199.
Februari, B., Maulana, G. S., & Harianto, B. (2024). Pemikiran Imam Al-Ghazali Mengenai Perolehan Keuntungan dalam Kegiatan Jual Beli. Journal Sains Student Research, 2(1), 310–322.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.
Harahap, B. H., & Tambunan, K. (2025). Analysis of the Determinants of the Agricultural and Trade Sectors on Economic Growth Rate. MALIA, 17(1), 213–235.
Hasanah, U. (2019). Instrumen Investasi Dalam Perusahaan Asuransi Syariah. Az-Zarqa’: Jurnal Hukum Bisnis Islam. http://ejournal.uin-suka.ac.id/syariah/azzarqa/article/view/2075
Hayati, A. N., Fitrianoor, W., Saliro, S. S., Fadillah, N., & Rifâ, S. (2025). Reconstructing paylater schemes in Islamic fintech: A normative analysis of deferred payment contracts under sharia economic law. Syariah: Jurnal Hukum Dan Pemikiran, 25(1), 175–193.
Herman, S. (2025). As Value-based Economics, How Does Islamic Economics deal with Scientific Method in Disruptive Era of Digitalization? MALIA, 17(1), 127–140.
Juita, V., Pujani, V., Rahim, R., & Rahayu, R. (2024). Dataset on online impulsive buying behavior of buy now pay later users and non-buy now pay later users in Indonesia using the stimulus-organism-response model. Data in Brief, 54, 110500.
Komariyah, N., Maulana, M. I., Fitriati, A., Zaini, M., Solihah, M., Irawati, D., & Gazani, H. (2025). Analisis Impulsive Pada Gen Z Pengguna E-Commerce Shopee. Jurnal Media Akademik (JMA), 3(9).
Kredivo, & K. I. C. (2023). Laporan Perilaku Konsumen e-Commerce Indonesia 2023 : Pemulihan Ekonomi dan Tren Belanja Pasca Pandemi. https://kredivocorp.com/wp-content/uploads/2023/06/2023-Indonesia-e-Commerce-Behavior-Report.pdf
Latifah, F. N., Masruchin, M., Ahmad, M., & Al Masruroh, I. (2025). Optimizing MSME Financing through Sharia-Compliant Peer-to-Peer Fintech Lending: Challenges and Development Strategies. MALIA, 17(1), 1–17.
Laurinda, C., Pangaribuan, C. H., & Thaib, D. (2024). Unraveling the factors influencing impulsive buying behavior among Gen Z using Shopee PayLater: A quantitative analysis. Asian Journal of Social and Humanities, 2(12), 2963–2982.
Mursalina, A., Hasanah, H., & Efriani, E. (2024). Perilaku Konsumtif Mahasiswa Pengguna Shopee Paylater. Balale’: Jurnal Antropologi, 5(1), 29–51.
Ningsih, E. M., & Andjarwati, A. L. (2021). Peran Consumer Perceived Value dalam Online Review terhadap Impulse Buying Tendency melalui Browsing sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 9(2), 601.
Nurbaiti, N., Rahma, T. I. F., Wulandari, A., & Maha, N. (2021). Pengaruh E-Commerce Shopee pada Kualitas Layanan Shopee terhadap Loyalitas Pengguna Shopee (Studi Kasus Masyarakat Kota Medan). Jurnal Pendidikan Tambusai, 5(3), 8600–8606.
Nurfitri, A. R., Dimyati, D., Winarsih, W., & Setyaningsih, E. (2025). Fenomena peningkatan penggunaan paylater di Indonesia dan dampaknya terhadap perilaku masyarakat. Innovative: Journal Of Social Science Research, 5(2), 2963–2981.
Nusa, S. R. B., & Dewi, A. S. (2022). Pengaruh financial knowledge, financial attitude dan parental income terhadap financial management behavior mahasiswa Daerah Istimewa Yogyakarta. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 905–914.
Pramesta, N. R., Natania, C. M., Izdihar, A. H., & Rakhmawati, N. A. (2022). A Analisis Pengaruh Strategi Flash Sale Terhadap Minat Beli dan Perilaku Impulsif Mahasiswa ITS. JURSIMA, 10(3), 149–159.
Prihastuty, D. R., & Rahayuningsih, S. (2018). Pengaruh financial literacy, financial behavior, financial attitude, dan demografi terhadap perilaku konsumtif (studi pada mahasiswa strata I fakultas ekonomi universitas 17 Agustus 1945 Surabaya). JHP17: Jurnal Hasil Penelitian, 3(02).
Putri, P., Maidalena, & Nasution, M. L. I. (2025). The Influence Of Shopee Paylater Usage On Impulse Buying Behavior With Hedonic Lifestyle As An Intervening Variable. International Journal of Cultural and Social Science, 6(2), 409–415.
Ramadhan, D., & Rahim, F. (2024). PENGARUH PENGARUH FLASH SALE DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING PADA MARKETPLACE SHOPEE. Jurnal Ilmiah Manajemen, Ekonomi Dan Bisnis, 1(2).
Ridwan, M., Harahap, I., & Harahap, P. (2018). Keputusan Pembelian Melalui Situs Belanja Online Terhadap Perilaku Konsumtif Masyarakat Dalam Perspektif Ekonomi Islam. J-EBIS (Jurnal Ekonomi Dan Bisnis Islam), 132–147.
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48, 109074.
Sabol, M., Hair, J., Cepeda, G., Roldán, J. L., & Chong, A. Y. L. (2023). PLS-SEM in information systems: seizing the opportunity and marching ahead full speed to adopt methodological updates. Industrial Management & Data Systems, 123(12), 2997–3017.
Saragih, H. S., Soemitra, A., & Nurbaiti, N. (2023). Pengaruh Promosi, Persepsi Manfaat Dan Gaya Hidup Terhadap Keputusan Penggunaan E-Wallet. Jurnal Pendidikan Ekonomi (JURKAMI), 8(3), 639–649.
Sarstedt, M., Hair Jr, J. F., & Ringle, C. M. (2023). “PLS-SEM: indeed a silver bullet”–retrospective observations and recent advances. Journal of Marketing Theory and Practice, 31(3), 261–275.
Serenade, V., Gusniar, B., & Rahmasari, Y. (2024). Trend Analysis: Consumer Behavior towards the Decision to Use Shopee Paylater. UPI YPTK Journal of Business and Economics, 9(2), 14–20.
Siregar, K. A., Anggraini, T., & Atika, A. (2022). Pengaruh Shopee Paylater, Endorsment, Dan Sikap Tabzir Terhadap Impulse Buying Pada Produk Kosmetik. Jurnal Manajemen Akuntansi (JUMSI), 2(4), 1006–1019.
Statistik, B. P. (2021). Sensus Penduduk 2020-Badan Pusat Statistik. Badan Pusat Statistik (BPS).
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif. Alfabeta Bandung.
Syauqi, A., Lubis, F. A., & Atika, A. (2022). Pengaruh Cashback, Flash Sale, Tagline †œGratis Ongkir†Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee (Studi Kasus Mahasiswa Universitas Islam Negeri Sumatera Utara). Jurnal Manajemen Akuntansi (JUMSI), 2(2), 309–324.
Tanjung, S., Syahbudi, M., & Nasution, Y. S. J. (2026). Perception And Preference of FEBI UINSU Students Regarding The Use of E-Payment: A Study Of Ease of Use, Financial Literacy, Trust Levels, And Behavoiral Patterns From an Islamic Economics Perspective. Jurnal Investasi Islam, 11(1), 445–471.
Tobing, I. F., & Marliyah, M. (2023). Peran Bisnis Online terhadap Pasar Ekonomi Digital dalam Perspektif Syariah. Ekonom: Jurnal Ekonomi Dan Bisnis, 3(1), 5–14.
Wantara, P., Suyono, S., Irawati, S. A., & Arfy, W. R. (2025). Riset Pemasaran (Teori, Metodologi, dan Aplikasi Praktis). CV Eureka Media Aksara.
Wijayanti, R. N., & Wardi, M. C. (2025). The Liability of TikTok Shop Transactions via E-Money Based on the Principle of Hifdzul Mal in Maqasid al-Syari’ah at the Individual and Family Levels. MALIA, 17(1), 74–90.
Yahya, A., Mardiani, I. N., Fuadi, A., & Muhsoni, R. (2023). Perilaku konsumtif dalam perspektif gender. Jurnal Ilmiah Universitas Batanghari Jambi, 23(2), 2274–2281.
Yuwono, T., Novitasari, D., Hutagalung, D., Sasono, I., Silitonga, N., & Asbari, M. (2020). Peran Organizational Justice terhadap Komitmen Organisasional: Analisis Mediasi Kepuasan Kerja Dosen Perguruan Tinggi Swasta. EduPsyCouns: Journal of Education, Psychology and Counseling, 2(1), 582–599.
Zahara, T., Kurniawan, B., & Dewi, M. C. (2023). Perilaku Konsumtif Belanja Online Melalui Fitur Shopee Paylater Pada Mahasiswa Universitas Yuppentek Indonesia. Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 48(4), 48–56.
