Peran Mediasi Attitude dalam Pengaruh Non-Monetary Benefit dan Monetary Benefit terhadap Intention to Use Buy Now Pay Later
DOI:
https://doi.org/10.59603/projemen.v13i3.1547Keywords:
Attitude Formation, BNPL Services, Monetary Benefits, Non-Monetary Benefits, Usage IntentionAbstract
This study examines the mediating role of attitude in the relationship between non-monetary benefits, monetary benefits, and the intention to use Buy Now, Pay Later (BNPL) services. Drawing on the Theory of Planned Behavior, perceived benefits are conceptualized as behavioral beliefs that shape consumers’ attitudes toward BNPL. This study employed a quantitative approach. Data were collected through an online questionnaire administered via Google Forms using purposive sampling. The respondents were Generation Z individuals residing in Indonesia who had never used BNPL services. A total of 204 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS4 software. The results show that non-monetary benefits positively influence both attitude and intention to use BNPL. In contrast, monetary benefits positively influence attitude but do not directly affect intention to use BNPL. Attitude positively affects intention to use BNPL and partially mediates the relationship between non-monetary benefits and intention to use. Furthermore, attitude fully mediates the relationship between monetary benefits and intention to use. The model explains 64.2% of the variance in attitude and 66.3% of the variance in intention to use, with a Q² value of 87.9%. These findings highlight the importance of fostering positive attitudes to strengthen BNPL usage intentions among prospective Generation Z users.
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