Factors That Influence Customer Intention to Use Buy Now Pay Later (BNPL) in Indonesia

The study delves into the Buy Now Pay Later (BNPL) concept, an online service allowing users to borrow funds for deferred repayment. Despite the popularity of BNPL, certain individuals exhibit hesitancy towards its adoption. This research aims to identify factors influencing BNPL adoption by examining user intentions through various variables. The investigation employs two frameworks, the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), to analyze user intention resulting from BNPL adoption. A survey of 258 Paylater users, conducted through questionnaires and processed using SmartPLS, revealed significant findings. Trust, Subjective Norms, and Perceived Risk were identified as influencing the intention to use BNPL. Moreover, Perceived Risk was found to impact Trust, and Subjective Norms influenced Trust. However, two hypotheses did not yield significance, those are the connection between Perceived Usefulness and the intention to use, as well as the relationship between Perceived Ease of Use and the intention to use Buy Now Pay Later.