WHICAKSANA, Dhia Qaedy Satya (2023) Factors That Influence Consumer’s Demand for Paylater Usage (Case Study of Jenderal Soedirman University Faculty of Economics and Business Students in Using Shopee Paylater). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This thesis is entitled “FACTORS THAT INFLUENCE CONSUMER’S DEMAND FOR PAYLATER USAGE (Case Study of Jenderal Soedirman University Faculty of Economics and Business Students in Using Shopee PayLater)”. The dependent variables in this study are the demand for the use of Shopee PayLater among FEB UNSOED students, and the independent variables are the price of goods, income, social influence, and hedonistic motivation. The purpose of this study is to find out and analyze: the influence of the price of goods, income, social influences, and hedonistic motivations on the demand for the use of Shopee PayLater among FEB UNSOED students. The population in this study was students of the Faculty of Economics and Business, Jenderal Soedirman University, which amounted to 3,892 students. With the use of the Slovin formula, a total sample of 97.49 students was rounded up to 100 students. The sampling technique used is purposive sampling. Data collection techniques use questionnaires by going through the field. The data analysis technique used in this study is multiple linear regression analysis. Based on the results of this study, it gives implications that to increase Shopee PayLater market share, efforts can be made through a competitive pricing policy and creating innovations in Shopee PayLater transaction services. Market surveys must continue to be carried out to understand consumer behavior, especially among students utilizing shopping using Shopee PayLater. In using Shopee PayLater, consumers must be wise in making decisions using the service because PayLater has a positive and negative impact on its use.

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