Luqman Dzul Hilmi, Yeyen Pratika


E-commerce growth followed by the increasing of digital payment has encouraged the penetration of payment features that aims to attract consumers. The current phenomenon in Indonesia is the existence of Paylater feature. It has a similar function with credit card that allows consumers make credit purchases with a certain limit. Many previous researches indicate that credit card leads to impulsive buying behaviour which makes consumers feel the need to buy immediately by ignoring the utilitarian of purchased product. Because of the same function as credit card, Paylater is presumed the same result. Thus, this study is proposed to examine whether Paylater system drives to impulsive buying behaviour on e-commerce transactions. A total of 158 respondents involved in this study. Using Structural Equation Modelling (SEM) with SmartPLS software, this study found that Paylater and hedonic motivation influence on impulsive buying. However, when Paylater is used as mediator between hedonic and utilitarian motivation on impulsive buying, there is no significant effect.

Full Text:



Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing and Management, 5(3), 192–201.

Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. (December), 247–266.

Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256.

Alfisyahr, R., & Devita, L. D. R. (2019). Impact of Brand Image, Country of Origin, and Interpersonal Influences on Purchase Intention. 93(AICoBPA 2018), 189–192.

Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86–97.

Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: A facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779.

Arslan, B. (2015). The influence of credit card usage on impulsive buying. International Journal of Physical and Social Sciences, 5(7), 235 0 251.

Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour-evidence from india. Journal of Retailing and Consumer Services, 21(4), 537–549.

Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. 15(March).

Berlianto, M. P. (2019). Faktor-faktor yang memengaruhi kepuasan dan niat membeli kembali pada konteks e-commerce. 12(2), 141–154.

Braga, F. D. A., Isabella, G., & Mazzon, J. A. (2013). Do Digital Wallets as a Payment Method Influence Consumer in Their Buying Behavior? XXXVII Encontro Da ANPAD, 1–16.

Cai, Y. J., Chen, Y., Siqin, T., Choi, T. M., & Chung, S. H. (2019). Pay upfront or pay later? Fixed royal payment in sustainable fashion brand franchising. International Journal of Production Economics, 214(April), 95–105.

Chatterjee, P., & Rose, R. L. (2012). Do Payment Mechanisms Change the Way Consumers Perceive Products? Journal of Consumer Research, 38(6), 1129–1139.

Chauhan, M., & Shingari, I. (2017). Future of e-Wallets: A Perspective From Under Graduates’. International Journal of Advanced Research in Computer Science and Software Engineering, 7(8), 146.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.

Duke, P., Andy, M., & Andrew, C. (2019). Insights into Payments Payment Methods Report 2019 Innovations in the Way We Pay. The Paypers, 144, 1–143.

Eren, S. S., Eroğlu, F., & Hacioglu, G. (2012). Compulsive Buying Tendencies through Materialistic and Hedonic Values among College Students in Turkey. Procedia - Social and Behavioral Sciences, 58, 1370–1377.

Esterhammer, O., & Huang, J. (2017). The Triggers of Buyers Regret of Impulsive Purchases. Retrieved from

Ferrand, A., & Vecchiatini, D. (2002). European Journal of Sport The effect of service performance and ski resort image on skiers ’ satisfaction. 37–41.

Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., & Freling, T. (2014). How online product reviews affect retail sales: A meta-analysis. Journal of Retailing, 90(2), 217–232.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Essex: Pearson Education.

Ham, J., Lee, K., Kim, T., & Koo, C. (2019). Subjective perception patterns of online reviews: A comparison of utilitarian and hedonic values. Information Processing and Management, 56(4), 1439–1456.

Hawkins, D. I., & Mothersbaugh, D. L. (2012). Consumer Behavior: Building Marketing Strategy (12th ed.). New York: MC-Graw Hill Irwin.

Huang, L. T. (2016). Exploring utilitarian and hedonic antecedents for adopting information from a recommendation agent and unplanned purchase behaviour. New Review of Hypermedia and Multimedia, 22(1–2), 139–165.

Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value : Investigating differential effects on retail outcomes. 59, 974–981.

JPMorgan. (2019). E-commerce Payments Trends : Indonesia Indonesia ’ s e-commerce market trends : Major growth boosted by economic gains. 2019 J.P. Morgan Global Payment Trends, 1–10.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Essex: Pearson Education.

Makanyeza, C., & Mutambayashata, S. (2018). Consumers’ acceptance and use of plastic money in Harare, Zimbabwe: Application of the unified theory of acceptance and use of technology 2. International Journal of Bank Marketing, 36(2), 379–392.

Mamuaya, N. C. (2018). The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and Impulsive Buying Behavior in Hypermart Manado City. DeReMa (Development Research of Management): Jurnal Manajemen, 13(1), 83.

Merima, C., Kasim, T., & Srdjan, P. (2011). See it, like it, buy it! hedonic shopping motivations and impulse buying. Journal of Economics and Business, 9(1), 3–15.

Mitchell, S., & Qadar, S. (2019). Afterpay, PayPal and Zip Pay: The shopping tech making us buy more. Retrieved June 20, 2020, from

Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166.

Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60–78.

Salwa, S. H., Musadik, A., Abdul, I., & Azmi, G. (2017). the Nexus of “Cool” Motivation and Credit Card on Impulse Buying Behavior: a Conceptual Study. International Journal of Islamic Business, 2(2), 1–17.

Setiawan, S. R. D. (2019). Sebelum Transaksi Pakai Fitur Pay Later, Simak 5 Risikonya. Retrieved June 15, 2020, from

Sirclo; Ravenry. (2019). Navigating Market Opportunities in Indonesia’s E-Commerce. 40.

Solomon, M. R. (2013). Consumer Behavior : Buying, Having and Being (10th ed.). England: Pearson Education Limited.

Sri, W., & Asnawati. (2018). the Influence of Hedonic Shopping Motivation To the Impulse Buying. Rjoas, 2(February), 99–107.

Tempo. (2019). E-commerce Dorong Gaya Hidup Pembayaran Digital. Retrieved June 5, 2020, from

Tri, R. (2019). Bank Indonesia: Transaksi E-Commerce per Bulan Capai Rp 13 T. Retrieved June 5, 2020, from

Wang, H. Y. (2012). Investigating the determinants of travel blogs influencing readers’ intention to travel. Service Industries Journal, 32(2), 231–255.

Yu, H., Zhang, R., & Liu, B. (2018). Analysis on consumers’ purchase and shopping well-being in online shopping carnivals with two motivational dimensions. Sustainability (Switzerland), 10(12), 1–18.

Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48(October 2018), 151–160.

Zuraya, N. (2020). Pertumbuhan E-Commerce Indonesia Tertinggi di Dunia. Retrieved June 8, 2020, from


  • There are currently no refbacks.