Pengaruh Media Sosial, Literasi Keuangan, Dan FOMO Terhadap Keputusan Penggunaan Shopee Paylater (Studi Kasus Pada Gen Z di Kota Malang)

Abstract

Abstract

This study aims to examine the influence of social media, financial literacy, and Fear of Missing Out (FOMO) on the decision to use Shopee PayLater among Generation Z in Malang City. The increasing use of Buy Now, Pay Later (BNPL) services has made it important to identify the factors influencing consumers' decisions. This research employed a quantitative approach with an explanatory research design. A total of 100 respondents were selected using purposive sampling, consisting of individuals living in Malang City who had used Shopee PayLater. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The findings show that social media does not have a significant effect on the decision to use Shopee PayLater, indicating that social media information and promotions are not the main factors influencing respondents' decisions. In contrast, financial literacy has a positive and significant effect, suggesting that better financial knowledge encourages more rational decisions in using Shopee PayLater. Furthermore, Fear of Missing Out (FOMO) also has a positive and significant effect, indicating that concerns about missing trends or promotional opportunities encourage consumers to use Shopee PayLater. Therefore, financial literacy and FOMO are the main factors influencing the decision to use Shopee PayLater.

Keywords: Social Media, Financial Literacy, Fear of Missing Out (FOMO), Usage Decision, Shopee PayLater.