ADOPTION OF BUY NOW PAY LATER IN DIGITAL PLATFORM FOR TOP LINE GROWTH A CASE STUDY BASED ON PILOT PROJECT OF STARTUP X

• Main Author: Kresna Mustafid, Adnan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70060
• Institution: Institut Teknologi Bandung

Startup X is a financial technology company in Indonesia with a core focus on digital accounting and bill payments. As of late 2021, their current userbase hovers around 3.5 million users. With such numbers, they are looking to start exploring various pilot projects in search for monetization avenues as the next step to their venture. In this particular project, Startup X is looking to leverage Buy Now, Pay Later (BNPL) as a mean to increase their top-line growth. This research aimed to see if Startup X top line growth can be affected in any way with BNPL. The experiment result saw in an increase in both average order value per transactions and number of transactions per user during the experiment period. From this result, the researcher advises Startup X to rollout BNPL in other Tier 1 cities as Startup X is lacking a proper internal benchmark for this product type. The researcher also suggests that Startup X tread with caution as buy now, pay later can led to users oversubscribing the product and translates to a non-performing loan.