Digital natives and deferred payments: A qualitative study of young consumers' e-commerce BNPL behaviors

Syarifah Aliyah Fitrisam; Muhammad Isra Iradat; Rizkiani Iskandar; Ayu Putri Utami; Rika Febby Rhamadhani

doi:10.55942/pssj.v5i9.575

Authors

Syarifah Aliyah Fitrisam Tadulako University https://orcid.org/0009-0009-3113-1998
Muhammad Isra Iradat Tadulako University https://orcid.org/0009-0003-2843-9912
Rizkiani Iskandar Tadulako University https://orcid.org/0009-0004-6203-8482
Ayu Putri Utami Tadulako University https://orcid.org/0009-0004-0716-788X
Rika Febby Rhamadhani Tadulako University https://orcid.org/0009-0007-5983-7576

DOI:

https://doi.org/10.55942/pssj.v5i9.575

Keywords:

buy now pay later (BNPL), young consumers, consumer behavior, e-commerce

Abstract

The swift adoption of Buy Now, Pay Later (BNPL) options has significantly changed the online shopping experience, particularly among younger demographics, such as Generation Z and Millennials, in Indonesia. Given that many individuals in this age group do not possess traditional credit cards, BNPL has become a favored and easily accessible solution that fits their digital lifestyle. This research examines how the rise of BNPL affects the purchasing choices, financial outlooks, and expressions of identity of younger consumers. The results indicate a transition in consumer behavior that prioritizes convenience, facilitated by digital platforms, where payment methods serve as a form of self-expression and reflect personal lifestyle preferences. The findings highlight the social and psychological aspects of deferred payment systems, offering valuable insights into the evolving dynamics between young consumers and financial innovation.

Author Biographies

Syarifah Aliyah Fitrisam, Tadulako University

Syarifah Aliyah Fitrisam is a lecturer in the Department of Management, Faculty of Economics and Business, Tadulako University, Indonesia. Her research interests include marketing, digital innovation, social media, customer engagement, and digital consumer behavior. She actively explores the intersection of technology and marketing to understand emerging consumer trends.

Muhammad Isra Iradat, Tadulako University

Muhammad Isra Iradat is a lecturer in the Department of Management, Faculty of Economics and Business, Tadulako University, Indonesia. His academic focus lies in marketing, tourism, Halal marketing, and digital marketing. He is engaged in research and scholarly discussions on how digital platforms influence consumer and tourism behaviors.

Rizkiani Iskandar, Tadulako University

Rizkiani Iskandar is a lecturer in the Department of Management, Faculty of Economics and Business, Tadulako University, Indonesia. Her research focuses on finance, banking, financial literacy, and the application of artificial intelligence in financial practices. She is particularly interested in how technology reshapes financial decision-making and inclusion.

Ayu Putri Utami, Tadulako University

Ayu Putri Utami is a lecturer in the Department of Management, Faculty of Economics and Business, Tadulako University, Indonesia. Her areas of expertise include finance, banking, investment, and financial literacy. She contributes to academic initiatives and applied research addressing contemporary issues in financial management.

Rika Febby Rhamadhani, Tadulako University

Rika Febby Rhamadhani is a lecturer in the Department of Accounting, Faculty of Economics and Business, Tadulako University, Indonesia. Her scholarly interests cover accounting, Sharia accounting, and financial literacy. She is involved in advancing knowledge and practices that integrate conventional and Islamic accounting perspectives.

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