Safi'i, Denisa Putriramadhani (2025) Pengaruh Kepercayaan, Persepsi Kemudahan, dan Promosi Terhadap Keputusan Penggunaan Metode Pembayaran SPayLater di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
BNPL (Buy Now, Pay Later), commonly known as paylater, has emerged as an attractive payment option for individuals with limited budgets. Various e-commerce platforms and financial applications have introduced paylater features, including Shopee, which offers a service called SPayLater. Trust, perceived ease of use, and promotion play significant roles as factors influencing users’ decisions to adopt this payment method. This study aims to examine and analyze the influence of trust, perceived ease of use, and promotion on the decision to use the SPayLater payment method in Surabaya. The population consists of Surabaya residents who have used SPayLater, with a sample of 98 respondents selected through non-probability sampling using purposive sampling techniques, based on predetermined criteria. The analysis method applied is Structural Equation Modeling (SEM) with a component-based approach, employing Partial Least Squares (PLS) as the analytical tool. The findings indicate that (1) higher levels of trust lead to stronger decisions to use SPayLater, (2) higher perceived ease of use increases the decision to adopt SPayLater, and (3) more effective promotion strengthens the decision to use SPayLater. The highest factor loading is found in the indicator of creating engaging content under the promotion variable, while the strongest influencing variable overall is perceived ease of use.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD9980 Service Industries |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Denisa Putriramadhani Safi'i | ||||||||
| Date Deposited: | 09 Sep 2025 02:30 | ||||||||
| Last Modified: | 09 Sep 2025 02:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42325 |
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