PENGARUH SIKAP, NORMA SUBJEKTIF, KONTROL PERILAKU DAN PERILAKU KONSUMSI ISLAM TERHADAP MINAT MENGGUNAKAN PAYLATER PADA GENERASI Z DI SURABAYA

Abstract

The rapid growth of financial technology has encouraged the widespread adoption of Buy Now Pay Later (BNPL) services, particularly among Generation Z. The convenience, flexibility, and accessibility of Paylater have increased users' purchasing intentions, but they have also raised concerns regarding excessive consumption and financial risk. This study aims to analyze the influence of attitude, subjective norms, perceived behavioral control, and Islamic consumption behavior on the intention to use Paylater among Generation Z in Surabaya. This research employed a quantitative approach using a causal associative design. Data were collected through questionnaires distributed to 200 Generation Z respondents in Surabaya and analyzed using IBM SPSS Statistics. The results indicate that attitude and subjective norms have a positive and significant influence on the intention to use Paylater, while perceived behavioral control and Islamic consumption behavior do not significantly influence users' intention. The coefficient of determination (R²) of 0.577 indicates that the independent variables explain 57.7% of the variation in the intention to use Paylater, whereas the remaining 42.3% is explained by other variables outside the model. These findings suggest that Generation Z's intention to use Paylater is primarily shaped by positive perceptions of the service and social influences rather than by self-control or Islamic consumption values. The study contributes to the development of consumer behavior literature by integrating the Theory of Planned Behavior with Islamic consumption behavior in the context of digital financial services.