Pengaruh Financial Literacy, Self-Control, Dan Hedonic Motivation Terhadap Impulsive Buying Pada Penggunaan Shopee Paylater Di Kalangan Mahasiswa Unisma.

Abstract

Abstract

The growth of e-commerce, supported by Buy Now Pay Later (BNPL) services such as Shopee PayLater, has made online transactions more convenient while increasing the potential for impulsive buying behavior. This study aims to examine the influence of financial literacy, self-control, and hedonic motivation on impulsive buying among Shopee PayLater users at the Islamic University of Malang (UNISMA). A quantitative approach with an explanatory research design was employed. The sample consisted of 150 students selected through purposive sampling. Data were collected using questionnaires and analyzed through multiple linear regression with IBM SPSS Statistics. The findings reveal that financial literacy, self-control, and hedonic motivation simultaneously have a significant effect on impulsive buying. Partially, financial literacy has a significant negative effect, indicating that higher financial literacy reduces impulsive buying behavior. Hedonic motivation has a significant positive effect, showing that stronger hedonic motivation increases impulsive buying. Meanwhile, self-control does not have a significant effect on impulsive buying. These findings indicate that improving financial literacy can help reduce impulsive buying tendencies, while hedonic motivation remains a major factor encouraging behavior. This study is expected to provide useful insights for universities, students, and digital credit service providers in promoting responsible financial behavior and BNPL services.

Keywords: Financial Literacy, Self-Control, Hedonic Motivation, Impulsive Buying, Shopee Paylater.