FAKTOR PENDORONG ADOPSI PAY LATER TERHADAP VOLUME TRANSAKSI DIGITAL PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PALOPO
Abstract
The development of digital financial technology has given rise to various innovations in payment services, one of which is Pay Later or Buy Now Pay Later (BNPL), which is increasingly popular among the younger generation, including university students. This study aims to analyze the factors influencing the adoption of Pay Later services on digital transaction volume among students at Universitas Muhammadiyah Palopo as a representation of a non-metropolitan region in South Sulawesi. This study is based on the theoretical frameworks of the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The approach used is quantitative with a survey method targeting student Pay Later users. Data were analyzed using multiple linear regression through SmartPLS software. The independent variables tested include promotion, ease of use, and financial constraints, while the dependent variable is digital transaction volume. The results show that ease of use and financial constraints have a positive and significant effect on students' digital transaction volume, while promotion shows no significant effect. These findings indicate that Pay Later adoption among students is driven more by ease of service access and limited financial conditions than by promotional incentives. This study provides implications for service providers, educational institutions, and regulators in designing more effective, inclusive, and sustainable strategies to improve digital financial literacy, as well as to support the responsible use of digital financial services.
Keywords : Ease of Use, Financial Constraints, Fintech, Pay Later, Promotion
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DOI: https://doi.org/10.71312/mrbest.v4i3.1155
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