Pengaruh Terpaan Promosi Penjualan Shopee PayLater dan Persepsi Risiko Layanan Shopee PayLater terhadap Keputusan Pembelian Fashion menggunakan Shopee PayLater

Abstract

This research addresses the rapidly growing trend of using pay later services in Indonesia
in 2023, especially within the fashion sector. Shopee PayLater, one of the pay later services in
Indonesia, has conducted sales promotions focused on enticing users with benefits such as
cashback and other promotions, without providing education on the risks and obligations that
consumers should understand before adopting the service. While this service offers benefits to
consumers in terms of meeting urgent needs, there are also notable risks, particularly concerning
excessive debt management, financial difficulties among the younger generation, and the
escalating amount of unpaid debts within the pay later services in Indonesia.
Using a positivist quantitative method, this research applies the Behavioral Learning
Theory with the concept of Operant Conditioning to explain the influence of sales promotions,
and the Risk Management Decision-Making Theory as a basis to understand the impact of risk
perception on purchasing decisions. This study involved respondents aged 17-39 in the
Jabodetabek area who have been exposed to promotions and have either used or are currently
using Shopee PayLater. Regression analysis results indicate that sales promotions have a positive
influence of 14 percent on purchasing fashion products using Shopee PayLater, while risk
perception has a negative influence of 28.2 percent. Consequently, Shopee PayLater needs to
optimize promotional messaging and enhance service security to manage consumer risk
perception.