Paylater and Impulsive Buying: A Behavioral Perspective on Generation Z Spending Patterns

The rapid advancement of technology and information has played a crucial role in driving the growth of financial technology (fintech), particularly PayLater services. In Surabaya, the adoption of PayLater services has been steadily increasing each year. Generation Z, commonly known as Gen Z, represents the second-largest user group of this payment method and is expected to become the most financially active demographic in the near future. This research seeks to examine the factors that influence Gen Z in Surabaya when deciding to utilize PayLater services for shopping. The study incorporates the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to assess PayLater usage intention and impulsive buying tendencies. A quantitative methodology was employed, with data gathered through an online questionnaire completed by 219 PayLater users, which was then analyzed using SmartPLS and SPSS. The findings reveal a significant and positive correlation between Perceived Usefulness (X1), Perceived Ease of Use (X2), Perceived Security (X3), Social Influence (X4), and Intention to Use PayLater (Z). Furthermore, the study identifies a strong and positive link between Intention to Use PayLater (Z) and Impulsive Buying (Y) among Gen Z consumers in Surabaya.