THE INFLUENCE OF DIGITAL FINANCIAL LITERACY ON ADOPTION OF BUY-NOW-PAY-LATER (BNPL) SERVICES IN INDONESIA

• Main Author: Matondang, Tessa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86991
• Institution: Institut Teknologi Bandung

Access to Digital Financial Services (DFS) is widely viewed as a critical and transformative step to improving people’s livelihoods in this new digital age. One of the latest digital transaction features used by many people is "Pay Later." This study investigates the influence of digital financial literacy and buy-now-pay-later services in Indonesia. Using a quantitative approach, data were collected from 400 participants through surveys. The results of each hypothesis are varied. The effect of performance expectancy, effort expectancy, hedonic motivation, facilitating conditions, digital financial literacy, perceived security on behavioral intention have positive and significant relationship with Buy-Now- Pay-Later program. The findings emphasize that the digital financial literacy of an individual influence positively on the adoption of Buy-Now-Pay-Later. Performance expectancy, being a significant factor influencing behavioral intention, suggests that BNPL platforms should highlight practical benefits such as time savings and financial convenience. While social influence does not significantly affect behavioral intention, marketing efforts should shift focus from peer-based strategies to more individualized approaches, such as personalized offers and user-centric advertising.