PENGARUH PENGGUNAAN SHOPEE PAYLATER DAN HEDONIC SHOPPING MOTIVATIONS TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z DI JAKARTA

MAYLAFAIDZA PUTRI NATASYA, . (2026) PENGARUH PENGGUNAAN SHOPEE PAYLATER DAN HEDONIC SHOPPING MOTIVATIONS TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Fenomena utang PayLater masyarakat Indonesia telah menyentuh angka Rp29,59 triliun per April 2025, dengan Generasi Z menyumbang hampir 40% dari total pengguna layanan tersebut. Di sisi lain, perilaku konsumtif Generasi Z tidak hanya didorong oleh kemudahan akses kredit digital, tetapi juga oleh faktor psikologis berupa Hedonic Shopping Motivations, yaitu motivasi berbelanja yang berorientasi pada kesenangan dan kepuasan emosional. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh penggunaan Shopee Paylater dan Hedonic Shopping Motivations terhadap perilaku konsumtif pada Generasi Z di Jakarta, baik secara parsial maupun simultan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan eksplanatif melalui desain survei. Unit analisis dalam penelitian ini adalah Generasi Z yang berdomisili di wilayah DKI Jakarta dan merupakan pengguna aktif Shopee Paylater dengan minimal lima kali transaksi. Pengumpulan data dilakukan melalui kuesioner daring yang disebarkan kepada 190 responden menggunakan teknik purposive sampling. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, uji regresi linier berganda, uji parsial (uji T), uji simultan (uji F), dan uji koefisien determinasi (R²) dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa penggunaan Shopee Paylater berpengaruh positif dan signifikan terhadap perilaku konsumtif dengan koefisien regresi sebesar 0,844 dan nilai signifikansi 0,000. Hedonic Shopping Motivations juga berpengaruh positif dan signifikan terhadap perilaku konsumtif dengan koefisien regresi sebesar 0,468 dan nilai signifikansi 0,000. Secara simultan, kedua variabel tersebut berpengaruh positif dan signifikan terhadap perilaku konsumtif dengan nilai F hitung sebesar 414,913 dan nilai R² sebesar 0,816, yang berarti kedua variabel mampu menjelaskan 81,6% variasi perilaku konsumtif Generasi Z di Jakarta. Berdasarkan temuan ini, penelitian merekomendasikan agar penyedia layanan PayLater mengembangkan fitur edukasi keuangan secara terintegrasi dalam platform, pemerintah memperkuat regulasi layanan BNPL yang responsif terhadap perilaku psikologis konsumen muda, serta institusi pendidikan mengembangkan kurikulum literasi keuangan digital yang tidak hanya meningkatkan pengetahuan, tetapi juga memperkuat pengendalian diri dalam berbelanja. ***** The rapid growth of digital financial technology services, particularly Buy Now Pay Later (BNPL) such as Shopee Paylater, has significantly reshaped consumption patterns among Indonesian society, especially Generation Z. This phenomenon has become increasingly concerning given that Indonesia's total PayLater debt reached IDR 29.59 trillion as of April 2025, with Generation Z accounting for nearly 40% of total service users. Meanwhile, the consumptive behavior of Generation Z is not only driven by the convenience of digital credit access, but also by a psychological factor known as Hedonic Shopping Motivations, which refers to shopping motivations oriented toward pleasure-seeking and emotional gratification. This study aims to examine and analyze the influence of Shopee Paylater usage and Hedonic Shopping Motivations on consumptive behavior among Generation Z in Jakarta, both partially and simultaneously. This research employed a quantitative method with an explanatory approach using a survey design. The unit of analysis consisted of Generation Z individuals residing in the DKI Jakarta area who were active Shopee Paylater users with a minimum of five transactions. Data were collected through an online questionnaire distributed to 190 respondents using purposive sampling technique. Data analysis techniques included descriptive analysis, classical assumption tests, multiple linear regression analysis, partial test (t-test), simultaneous test (F-test), and coefficient of determination (R²) using SPSS software. The results showed that Shopee Paylater usage had a positive and significant effect on consumptive behavior with a regression coefficient of 0.844 and a significance value of 0.000. Hedonic Shopping Motivations also had a positive and significant effect on consumptive behavior with a regression coefficient of 0.468 and a significance value of 0.000. Simultaneously, both variables had a positive and significant effect on consumptive behavior with an F-value of 414.913 and an R² value of 0.816, indicating that both variables explain 81.6% of the variation in consumptive behavior among Generation Z in Jakarta. Based on these findings, the study recommends that PayLater service providers develop integrated financial education features within their platforms, the government strengthen BNPL regulations that are more responsive to the psychological behavior of young consumers, and educational institutions develop digital financial literacy curricula that not only enhance knowledge but also reinforce self-control in shopping behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, M.Pd; 2). Ivan Purtanto, S.Pd, M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Maylafaidza Putri Natasya .
Date Deposited:	30 Jul 2026 03:25
Last Modified:	30 Jul 2026 03:25
URI:	http://repository.unj.ac.id/id/eprint/67719

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