Promosi dan Anggaran: Peran Promosi dalam Memengaruhi Penggunaan Buy Now Pay Later Secara Berlebihan pada Berbagai Kondisi Finansial

Andika Putra Cendana, Martina Dwi Mustika

Abstract


Buy Now Pay Later (BNPL) adalah salah satu metode pembiayaan terbaru. Metode ini menawarkan cara baru untuk membayar suatu produk, membuat pembiayaan lebih inklusif bagi konsumen, dan merupakan metode pembiayaan yang populer, terutama bagi generasi muda. Namun, cara pembiayaan yang mudah tapi berisiko ini, dapat menyebabkan efek yang merugikan jika digunakan tanpa kontrol diri yang baik. Konsumen yang memiliki keterbatasan finansial akan memerlukan pendanaan untuk memenuhi kebutuhannya, namun hal ini juga dapat membuatnya menggunakan pembiayaan tersebut secara berlebihan. Promosi yang dilakukan oleh penyedia layanan BNPL semakin meningkatkan risiko untuk konsumen menggunakan BNPL secara berlebihan. Penelitian ini menggunakan metode experimental vignette method dan pengumpulan data melalui survei pada 926 pengguna BNPL yang berusia muda. Penelitian ini mengeksplorasi interaksi antara kondisi keuangan dan promosi terhadap kecenderungan konsumen untuk melakukan pengeluaran berlebihan pada BNPL. Penelitian ini menemukan bahwa kondisi keuangan dan promosi penjualan mempengaruhi kecenderungan konsumen untuk melakukan penggunaan berlebihan pada BNPL. Namun, penelitian ini menemukan bahwa konsumen yang memiliki kondisi keuangan yang memadai lebih rentan terhadap promosi dan pengeluaran berlebihan daripada konsumen yang memiliki kondisi keuangan yang terbatas. Selain itu, jenis promosi yang diminati oleh konsumen yang memiliki keterbatasan finansial adalah promosi diskon langsung, sedangkan konsumen yang memiliki kemampuan finansial yang cukup lebih tertarik pada promosi cashback.

Keywords


Buy Now Pay Later; Delayed Gratification; Financial Scarcity; Overspending; Sales Promotion

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References


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DOI: https://doi.org/10.51849/j-p3k.v5i3.518

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