Faktor-Faktor yang Memengaruhi Behavioral Intention Pengguna Paylater pada Generasi Z Kota Batam: Pendekatan UTAUT2

Abstract

The development of Buy Now Pay Later (BNPL) or Paylater services has transformed the financial transaction behavior of Generation Z. This study aims to analyze the factors influencing Behavioral Intention to Use Paylater among Generation Z in Batam City. The research model uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). The variables tested include Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, and Habit. The study employed a quantitative approach with a cross-sectional design. The sample consisted of 231 Generation Z respondents aged 17–26 who had used Paylater. Respondents were selected using a purposive sampling technique, and data were collected through an online questionnaire. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS. The results showed an R² value of 0.755 and a SRMR of 0.069. Of the seven hypotheses tested, only Habit had a positive and significant effect on Behavioral Intention. Habit has a path coefficient of 0.707, a t-statistic of 11.152, and a p-value <0.001. Meanwhile, the other six UTAUT2 variables showed no significant effect. This finding confirms that habit is the dominant factor in Paylater usage intention among Generation Z in Batam City.