PENGARUH PENGGUNAAN PAYLATER DALAM E-MARKETING TERHADAP PERILAKU PEMBELIAN IMPULSIF MAHASISWA PENDIDIKAN EKONOMI FKIP UNTAN

Rita Natasia Pakpahan, Warneri Warneri, Jumardi Budiman

Abstract


The Indonesian Internet Service Providers Association has conducted
a survey internet penetration and internet user behavior in Indonesia
2019. The survey results show that Indonesian internet users have
reached around 171.17 million. This means that the number of
internet users is 64.8% of the total population of Indonesia. One the
e-marketing innovations by providing PayLater facilities. PayLater is
a credit card-like payment method where the app company pays the
user's bill the merchant. The presence of PayLater can be a solution
for residents to shop when they don't have money. Easy registration
requirements make people tempted to use it. So there is an allegation
that how to shop using PayLater services can affect product buying
behavior impulsively. Informants in this study were 32 students
Economics Education. This type of research is quantitative which
identifies the effect of using paylater in e-marketing on students'
impulsive buying behavior. The data collection technique used in this
research is the questionnaire method. The results the research and
discussion showed that students Economics Education FKIP Untan
had a good perception of paylater and e-marketing but the use of
paylater in e-marketing did not significantly affect impulsive buying
behavior in Economics Education students of FKIP UNTAN.

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DOI: http://dx.doi.org/10.26418/jppk.v11i9.57906

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