BibTex Citation Data :
@article{IO42279, author = {Elisa Tiur Agata and Tandiyo Pradekso and Agus Naryoso}, title = {Pengaruh Terpaan Promosi Penjualan Shopee PayLater dan Persepsi Risiko Layanan Shopee PayLater terhadap Keputusan Pembelian Fashion menggunakan Shopee PayLater}, journal = {Interaksi Online}, volume = {12}, number = {1}, year = {2023}, keywords = {Sales Promotion Exposure, Perceived Risk, Purchase Decision, 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. }, pages = {92--105} url = {https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/42279} }
Refworks Citation Data :
This research addresses the rapidly growing trend of using pay later services in Indonesiain 2023, especially within the fashion sector. Shopee PayLater, one of the pay later services inIndonesia, has conducted sales promotions focused on enticing users with benefits such ascashback and other promotions, without providing education on the risks and obligations thatconsumers should understand before adopting the service. While this service offers benefits toconsumers in terms of meeting urgent needs, there are also notable risks, particularly concerningexcessive debt management, financial difficulties among the younger generation, and theescalating amount of unpaid debts within the pay later services in Indonesia.Using a positivist quantitative method, this research applies the Behavioral LearningTheory 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 riskperception on purchasing decisions. This study involved respondents aged 17-39 in theJabodetabek area who have been exposed to promotions and have either used or are currentlyusing Shopee PayLater. Regression analysis results indicate that sales promotions have a positiveinfluence of 14 percent on purchasing fashion products using Shopee PayLater, while riskperception has a negative influence of 28.2 percent. Consequently, Shopee PayLater needs tooptimize promotional messaging and enhance service security to manage consumer riskperception.
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