Peran Penggunaan Pay later dalam Memediasi Hubungan Antara Motivasi Hedonis dan Price Discount Framing Terhadap Impulse Buying Pada Generasi Z di Pekalongan

Nur Rahmawati Afandy; Usamah

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Peran Penggunaan Pay later dalam Memediasi Hubungan Antara Motivasi Hedonis dan Price Discount Framing Terhadap Impulse Buying Pada Generasi Z di Pekalongan

Pengarang : Nur Rahmawati Afandy, Usamah

Kata Kunci :Motivasi Hedonis, Pembingkaian Diskon Harga, Pembelian Impulsif, Penggunaan Pay later

Perkembangan pesat teknologi internet dan layanan keuangan digital mendorong munculnya perilaku impulse buying di kalangan Generasi Z. Salah satu pendorong utama adalah motivasi hedonis, strategi promosi berupa price discount framing serta kemudahan akses Pay later sebagai metode pembayaran. Penelitian ini bertujuan untuk mengkaji peran penggunaan Pay later sebagai variabel mediasi dalam hubungan antara Motivasi Hedonis dan Price Discount Framing dengan Impulse Buying pada Generasi Z di Kota/Kabupaten Pekalongan. Penelitian kuantitatif ini dilaksanakan di Pekalongan dengan 259 responden Generasi Z pengguna Pay later yang diambil menggunakan metode purposive sampling. Penelitian ini dianalisis menggunakan PLS SEM dengan bantuan software SmartPLS 4.0. Metode analisis data dalam penelitian ini menggunakan evaluasi pengukuran model melalui outer model dan inner model. Hasil penelitian menunjukkan bahwa Motivasi Hedonis berpengaruh positif dan signifikan terhadap Impulse Buying, Price Discount Framing berpengaruh positif dan signifikan terhadap Impulse Buying, Penggunaan Pay later berpengaruh positif dan signifikan terhadap Impulse Buying, Penggunaan Pay later tidak memediasi pengaruh Motivasi Hedonis terhadap Impulse Buying, namun Penggunaan Pay later memediasi pengaruh Price Discount Framing terhadap Impulse Buying. Temuan ini mengindikasikan bahwa Penggunaan Pay later tidak hanya memperkuat pengaruh Price Discount Framing terhadap Impulse Buying melalui peran mediasinya, tetapi juga secara langsung berkontribusi pada peningkatan Impulse Buying, meskipun tidak mampu memediasi hubungan Motivasi Hedonis dengan perilaku tersebut.

The rapid advancement of internet technology and digital financial services has contributed to the rise of impulse buying behavior among Generation Z. One of the primary factors driving this behavior is hedonic motivation, along with promotional strategies such as price discount framing and the easy availability of Pay Later as a payment option. This study aims to investigate the role of Pay Later as a mediating variable in the relationship between hedonic motivation and price discount framing, and their impact on impulse buying among Generation Z in Pekalongan City/Regency. The quantitative research was conducted in Pekalongan with a sample of 259 Generation Z respondents who utilized Pay Later, selected through a purposive sampling method. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS SEM) with the aid of SmartPLS 4.0 software. This study utilizes a data analysis method that includes model measurement evaluation through both the outer model and the inner model. The findings indicate that Hedonic Motivation has a positive and significant impact on Impulse Buying. Additionally, Price Discount Framing also shows a positive and significant effect on Impulse Buying. The analysis reveals that the Use of 'Pay Later' positively and significantly influences Impulse Buying as well. However, while the Use of 'Pay Later' does not mediate the effect of Hedonic Motivation on Impulse Buying, it does mediate the influence of Price Discount Framing on Impulse Buying. This suggests that the Use of 'Pay Later' not only strengthens the relationship between Price Discount Framing and Impulse Buying through its mediating role but also directly contributes to an increase in Impulse Buying, even though it does not mediate the relationship between Hedonic Motivation and this behavior.

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Properti	Nilai Properti
Organisasi	Universitas Muhammadiyah Pekajangan Pekalongan
Email	umpp.pekalongan@yahoo.com
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