Buy Now Pay Later and Online Impulse Buying: An Empirical Study in Indonesia’s Digital Economy
Year: 2025
Type: article
Study design: Observational Study
Abstract: The rapid expansion of Buy Now Pay Later (BNPL) services in Indonesia has reshaped consumer behavior in the digital economy. While BNPL provides convenience in online transactions, it may also intensify impulsive buying tendencies. This study examines the determinants of online impulse buying by comparing BNPL users and non-users. Six factors were analyzed: fear of missing out (FOMO), BNPL pro-motions, happiness, social influence, normative evaluation, and self-control. A quantitative approach was applied through an online survey of 303 respondents, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that for both BNPL users and non-users, FOMO, happiness, and self-control significantly influence impulsive buying. Among BNPL users, self-control was the strongest predictor, while happiness was most influential among non-users. Normative evaluation showed a significant negative effect only for non-users, indicating that social norms remain an effective restraint in that group. In contrast, promotions and social influence were not significant for either group. These results suggest that BNPL shifts the main drivers of impulse buying from emotional triggers to self-regulation and reduces the role of normative controls. The study offers implications for policymakers, digital businesses, and consumers in promoting more responsible digital consumption.
DOI: 10.14419/16b72331
Institution: IPB University
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4415916769
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