Analysis of the Influence of Paylater Features, Service Quality, and Paylater Features and

Free Shipping on Purchasing Decisions in E-Commerce Shopee by Purchasing Decisions

in E-Commerce
Millennials

Bella Sonia Tali Setya Ningsih

Department of Accounting, Faculty of Economics and Business, Universitas
Muhammadiyah Surakarta, Surakarta, Indonesia 33
Eskasari Putri
Department of Accounting, Faculty of Economics and Business, Universitas
Muhammadiyah Surakarta, Surakarta, Indonesia
Email: ep122@ums.ac.id
Submitted:
12 DECEMBER 2023

Accepted:
ABSTRACT 19 JANUARY 2024
Shopee is one of the e-commerce that is widely used by the millennial generation as a tool for
shopping. The purpose of this study was to determine the effect of the paylater feature, service
quality, and free shipping on purchasing decisions in Shopee e-commerce. The method used
in this research is quantitative method. The population in this study are people who have
bought products using Shopee and use the paylater feature at Shopee. The sample obtained
was 108 respondents. To select the sample size of this study using purposive sampling
technique, and individuals who are considered to have data sources that match the research
criteria are given a questionnaire. The measuring instrument used was a closed questionnaire
with 18 statements and distributed via Google Form. The technique used in this research is
multiple linear regression analysis by conducting validity tests, reliability tests, followed by
hypothesis testing after the assumption test is met. From the analysis conducted, it can be
concluded that: (1) Paylater features (X1) have a significant positive effect on purchasing
decisions (Y). (2) Service Quality (X2) has a negative and insignificant effect on purchasing
decisions (Y). (3) Free shipping (X3) has a significant positive effect on purchasing decisions
(Y).
Keywords: Paylater Features, Service Quality, Free Shipping, and Purchasing Decisions.

ABSTRAK
Shopee merupakan salah satu e-commerce yang banyak digunakan oleh generasi millenial
sebagai alat untuk berbelanja. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh
fitur paylater, kualitas pelayanan, serta gratis ongkir terhadap keputusan pembelian pada e-
commerce Shopee. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif.
Populasi dalam penelitian ini adalah orang yang telah membeli produk menggunakan Shopee
serta menggunakan fitur paylater pada Shopee. Sampel yang diperoleh sebanyak 108
responden. Untuk memilih ukuran sampel penelitian ini menggunakan teknik purposive
sampling, dan individu yang dianggap memiliki sumber data yang sesuai dengan kriteria
penelitian diberikan kuesioner. Alat ukur yang digunakan adalah kuesioner tertutup dengan
18 pernyataan dan disebarkan melalui Google Form. Teknik yang digunakan dalam penelitian
ini adalah analisis regresi linier berganda dengan melakukan uji validitas, uji reliabilitas,
dilanjutkan dengan pengujian hipotesis setelah uji asumsi terpenuhi. Dari analisis yang
dilakukan dapat disimpulkan bahwa: (1) Fitur Paylater (X1) berpengaruh positif signifikan
terhadap keputusan pembelian (Y). (2) Kualitas Pelayanan (X2) berpengaruh negatif dan JIAKES
tidak signifikan terhadap keputusan pembelian (Y). (3) Gratis ongkir (X3) berpengaruh positif Jurnal Ilmiah Akuntansi
Kesatuan
signifikan terhadap keputusan pembelian (Y). Vol. 12 No. 1, 2024
Kata Kunci : Fitur Paylater, Kualitas Pelayanan, Gratis Ongkir, dan Keputusan Pembelian. pp. 33-44
IBI Kesatuan
ISSN 2337 – 7852
E-ISSN 2721 – 3048
DOI: 10.37641/jiakes.v11i2.1612
Paylater Features and INTRODUCTION
Purchasing Decisions Cultural acculturation with a touch of technology is one of the phenomena driving the
in E-Commerce changes and developments that occur in life in society. Some responsive business people can
see that the internet can be an opportunity to market their products. Business competition has
become very tight and marketing is the main key to a business or business running well. This
causes many business people to then do their marketing via the internet and generate sales, so
e-commerce is present. ( Nurakhmawati et al., 2022 ).).
The current phenomenon is that consumers or customers are usually more interested in
34 shopping on e-commerce which makes it easier for them to make online transactions. Like e-
commerce and traditional markets, both have the function of selling and shopping. However,
people prefer to shop online to support their daily needs (Probosini et al., 2021). In Indonesia,
there are many companies that provide e-commerce platforms. One of them is Shopee, which
is ranked first, which is the most favored by Indonesian consumers. In the Google Play store,
Shopee has been downloaded by more than 100 million users and reviewed by 1,316,738 users.
Shopee has a review value that reaches 4.7 out of a total range of 5 stars.
The paylater feature on Shopee is one of the factors that influence consumers to make
purchase transactions. That is because the paylater feature provides facilities for consumers to
shop without paying in advance. According to Nurakhmawati et al., (2022)According to
Nurakhmawati et al. (2022), consumers will see how a company provides quality service. If a
company provides good and quality service to consumers, that is where buying interest in a
good or service offered by them can arise. Then another factor that is one of the biggest factors
for buyers in determining buying decisions is the free shipping promo provided by Shopee to
buyers (Istiqomah & Marlena, 2020).
The reason the researcher chose Shopee users as the target of this research case study is
because Shopee is used more frequently than other e-commerce. In addition, Shopee offers a
paylatter feature that makes it easier for customers to make decisions when making purchases.
Businesses that offer online loans such as paylater, require funding from fintech lenders that
offer peer-to-peer lending services. The simplicity of the application process is one of the
advantages of the paylater payment method in Shopee, which is why many people are
interested in using it for their purchases. (Damayanti & Canggih, 2021; Ramadhani &
Nopriansyah, 2023).
Besides the paylater feature, purchasing decisions are also influenced by service quality.
In this situation, businesses must differentiate themselves from competitors' offerings. When
there is high-quality customer service, it can be a deciding factor for customers when they buy
a product. When customers are satisfied, either directly or indirectly, it can add value to a
business. Potential customers will not hesitate to make purchases when they are confident in
a reputable business, and customer attitudes are influenced by the quality of service provided
(Amrullah et al., 2016; Fatimah & Nurtantiono, 2022).
At the same time, customers often browse products that give the impression that the offer
is limited to a certain time and will no longer be available. This is coupled with the "Free
Shipping" slogan carried by Shopee, which further persuades customers to buy items at a
discount without having to worry about paying for home delivery (Masita et al., 2022).
In general, this study aims to find answers related to whether the use of the paylater feature
has an influence on purchasing decisions on the Shopee application, whether service quality
has an influence on purchasing decisions on the Shopee application, and whether free shipping
has an influence on purchasing decisions on the Shopee application.

LITERATURE REVIEW
Purchase Decision
Jaya et al. (2023) stated that choosing between two or more product options is a process in
which consumers combine information to make purchasing decisions. The decision to
purchase a product can be influenced by several variables, such as convenience, service,
location, promotion, price, and quality. The steps that customers take before purchasing a good
or service are known as the purchasing decision process or customer decision journey (Utami
& Firdaus, 2018).
 When a customer recognizes a need or problem, the buying process begins. After that, the Paylater Features and
customer will be urged to research products to fulfill their needs. After the information search, Purchasing Decisions
the customer will be presented with a wide selection of related goods. After that, customers in E-Commerce
develop preferences based on several brands. After their purchase, customers will feel satisfied
or dissatisfied with the item, if the item does not meet expectations, they will be disappointed,
if it does, they will be satisfied.

E-Commerce
E-commerce or electronic commerce is a means of business conducted using computer 35
networks that have been known since the 1970s and early 1980s. Although many have used e-
commerce platforms, it turns out that there are still many who do not know about the historical
understanding of e-commerce in Indonesia. In Indonesia, the history of e-commerce
development began in 1996 with the establishment of dyviacom intrabum or d-net as the first
pioneer of online transactions in Indonesia (Fathoni, 2021; Pratomo, 2018).
E-commerce covers a wide range of online-based activities, including marketing, selling,
and buying. E-commerce generally requires a number of resources to make online sales and
purchases, including websites, applications, and payment methods. The ease with which
people can shop has been greatly influenced by the existence of e-commerce in Indonesia.
Besides making shopping more convenient, e-commerce presents a viable business model for
us to launch our own ventures. Based on a BOI Labs survey, e-commerce in Indonesia has
achieved a market penetration of 64 percent in the last three months (Putri, 2023).

Paylater
"Pay" means to pay, and "later" means later. These two words are combined to form the
term paylater. According to Prastiwi & Fitria (2022021), paylater is generally a payment
option that provides installment payment plans without the need for a credit card. The interest
rate and usage limits are comparable to credit cards overall, although they do not require a
credit card and the application process is also done online. "Buy now, pay later" is the main
idea behind the PayLater payment feature. Buying and selling in this way requires the buyer
to purchase goods from the seller, which will then be paid in full or as agreed at the end of a
mutually agreed period of time.
Fintech lending companies that offer P2P lending services are an important source of
capital for companies that incorporate online lending features such as PayLater. When
consumers take out a loan, they have to pay back the money they borrowed within a set period
of time and in installments. To avoid late fees, paylater bills must be paid before the due date.

Services
According to Putro (2014)Any activity aimed at satisfying customers is referred to as
service (or customer service). Through these services, customer needs and desires can be met.
To attract customers to use or buy products or services offered by businesses, service is very
important. Higher standards of service quality can also be achieved through service provision.
The majority of research study results show that customer satisfaction and service quality are
two different but closely related constructs, and that improvements in one construct will
probably lead to improvements in the other (Bhimantoro & Lestari, 2016).

Free Shipping
Shopee offers a program called Free Shipping Program that lets sellers offer free shipping
coupons to its consumers. Many online sellers provide free shipping coupons in an effort to
attract more customers. Because of its ability to reduce costs, this voucher is very beneficial
for consumers. Participating stores will display an orange "Free Shipping" icon on their search
results page. The shipping fee will be automatically deducted at checkout if the store you are
shopping at is registered with the Free Shipping program. Consumers can purchase other
necessities with the money that would have been spent on shipping. Interestingly, this free
shipping promotion is valid throughout Indonesia (Aisyah et al., 2022; Nur et al., 2023;
Widjanarko et al., 2023).
Paylater Features and Based on the theoretical basis, the conceptual framework can be described as follows:
Purchasing Decisions
in E-Commerce
Paylater
features

(H1
36 Service
)

Quality Purchase
(H2 Decisions
)
(Y)
Free
Shipping

Figure 1. Research Model

METHODS
The research conducted falls into the category of quantitative research. To test a
predetermined hypothesis, quantitative research methods involve data collection using
quantitative or statistical data analysis research instruments. These methods are based on the
positivist philosophy and are used to study specific populations or samples. The object of this
research is the millennial generation who have shopped online using Shopee e-commerce.
Population is the total number of entities or people whose properties are to be investigated.
The population in this study is the people of Surakarta city. In September 2023, the total
number of people in Surakarta city was 586,166 people, so the population of this study was
586,166 people. The number of research samples was determined using the Slovin formula,
the following is the Slovin formula:
N
n=
1 + N e2
Description:
n : Sample size
N : Population size
e : Percentage allowance for inaccuracy due to tolerable sampling error (10%).
With the formula above, the calculation results are as follows:
586.166
n=
1 + 586.166(0,1)2
586.166
n=
1 + 5.861,66
n = 99,982943 (Rounding to 100)
In this study, researchers used a non-probability sampling technique, namely purposive
sampling. Purposive sampling is a sampling technique with certain considerations, where the
researcher makes certain criteria that are applied based on the objectives of the study. Based
on the criteria that will be used as research samples, namely as follows:
1. People aged 18-30 years old.
2. People who shop using the Shopee app.
3. People who use the Paylater feature on the Shopee app.
Researchers used questionnaires to collect data directly from respondents. Meanwhile, the
Likert scale was used as a measurement tool. This measure is psychometric and is usually
applied in questionnaires for survey-based research, such as descriptive survey research
(Dwiastuti, 2017). There are five scale variations used in this study: strongly disagree, Paylater Features and
disagree, neutral, agree, and strongly agree. Purchasing Decisions
in E-Commerce
RESULTS
Respondents in this study were Surakarta city residents aged 18-30 years. This study
released 148 total respondents, and the total sample used was 108 data. The following is
respondent data based on age, status, and income.
Table 1. Description of Respondents
No. Description Category Frequency Percentage (%) 37
1. Age 18-25 years old 143 96,6
26-30 years old 5 3,4
2. Gender Male 43 29,1
Female 105 70,9
3. Income/ Pocket money <Rp1,000,000 78 52,7
Rp1,000,000 to 57 38,5
Rp3,000,000
>3,000,000 13 8,8
Source: Primary data processed (2024)

Based on the table, the age profile of respondents who got the highest number in this study
was around 18-25 years old, namely 143 people. Based on the gender profile, the respondents
in this study were female, namely 105 people. Based on income / pocket money, the majority
of respondents in this study have an income of <Rp1,000,000, namely 78 people.
The results of the research instrument analysis are described in the validity test and
reliability test described in the following outer model output. The validity test includes
convergent validity test, discriminant validity, and the reliability test uses Cronbach's alpha
test. Further explanation is given below. In this study, hypothesis testing used Partial Least
Square (PLS) data analysis techniques with the SmartPLS 3.2.9 program. The following is a
scheme of the PLS program model tested:

Figure 2. Outer Model

Outer model testing is used and carried out to determine the specification of the
relationship between latent variables and their indicators, this test includes validity,
reliability and multicollinearity.
An indicator is declared to fulfill convergent validity in a good category if the outer
loading value is> 0.7. The following is the outer loading value of each indicator on the
research variables.
Table 2. Outer Loading Value
Variables Indicator Outer Loading
Paylater (X1) X1.1 0, 859
Paylater Features and X1.2 0, 903
X1.3 0, 901
Purchasing Decisions X1.4 0, 792
in E-Commerce X1.5 0, 868
Service Quality (X2) X2.1 0, 945
X2.2 0, 937
X2.3 0, 938
Free Shipping (X3) X3.1 0, 796
X3.2 0, 788
38 X3.3
X3.4
0, 880
0, 800
X3.5 0, 894
Purchase Decision (Y1) Y.1.1 0, 814
Y1.2 0, 885
Y1.3 0, 907
Y1.4 0, 874
Y1.5 0, 884
Source: Primary data processed (2024)

Based on the table above, it is known that each indicator of the research variable has
many outer loading values> 0.7. However, according to ( Chin, 1998 ) the measurement
scale loading value of 0.5 to 0.6 is considered sufficient to meet the requirements of
convergent validity. The data above shows that there are no variable indicators whose
outer loading value is below 0.5, so all indicators are declared feasible or valid for research
use and can be used for further analysis. Apart from looking at the outer loading value,
convergent validity can also be assessed by looking at the AVE (Average Variance
Extracted) value> 0.5 so that it can be said to be valid in convergent validity ( Fornell and
Larcker, 1981) . The following is the AVE value of each variable in this study:
Table 3. Averange Variance Extracted (AVE) Value
Variables AVE Description
Paylater (X1) 0, 749 Valid
Service Quality (X2) 0, 883 Valid
Free Shipping (X3) 0, 693 Valid
Purchase Decision (Y) 0, 763 Valid
Source: Primary Analysis Data (2024)

Based on the table above, each variable in this study shows an AVE (Average Variance
Extrancted) value of> 0.5. Each variable in this study has a respective value for Paylater
of 0, 749, service quality of 0, 883, Free Shipping 0, 693, and Purchase Decision of 0.763.
This shows that each variable in this study can be said to be valid in terms of discriminant
validity.
The discriminant validity test uses the cross loading value. An indicator is declared to
meet discriminant validity if the cross loading value of the indicator on the variable is the
largest compared to other variables. The following is the cross loading value of each
indicator:
 Paylater Features and
Table 4. Cross Loading
Purchasing Decisions
Indicator Paylater (X1) Service Free Shipping Purchase
Quality (X2) (X3) Decision (Y) in E-Commerce
X1.1 0, 859 0, 524 0, 646 0, 655
X1.2 0, 903 0,542 0, 606 0, 706
X1.3 0, 901 0, 545 0, 670 0, 664
X1.4 0, 792 0, 368 0, 389 0, 558
X1.5 0, 868 0, 523 0, 647 0, 747
X2.1
X2.2
0, 554
0, 524
0, 945
0, 937
0, 691
0, 680
0, 589
0, 571
39
X2.3 0, 565 0, 938 0, 669 0, 586
X3.1 0, 584 0, 681 0, 796 0, 652
X3.2 0, 527 0, 443 0, 788 0, 604
X3.3 0, 587 0, 612 0, 880 0, 698
X3.4 0, 574 0, 587 0, 800 0, 629
X3.5 0, 603 0, 673 0, 894 0, 723
Y.1 0, 640 0, 471 0, 604 0, 814
Y.2 0, 628 0, 522 0, 697 0, 885
Y.3 0, 692 0, 573 0, 690 0, 907
Y.4 0, 712 0, 575 0, 708 0, 874
Y.5 0, 705 0, 556 0, 767 0, 884
Source: Primary data processed (2024)

Based on the data presentation in the table above, it can be seen that each indicator in
the research variable has the largest cross loading value on the variable it forms compared
to the cross loading value on other variables. Based on the results obtained, it can be stated
that the indicators used in this study have good discriminant validity in compiling their
respective variables.
Reliability test shows the level of consistency and stability of measuring instruments or
research instruments in measuring a concept or construct. Reliability testing in this study using
Cronbach Alpha. Cronbachs Alpha is a test where this test is a statistical technique used to
measure internal consistency in instrument reliability tests or psychometric data. According to
Cronbach, (1951) the construct is said to be reliable if the Cronbach alpha value is more than
0.60. below is the Cronbachs Alpha value in this study.
Table 5. Cronbachs Alpha
Variables Cronbachs Alpha
Paylater (X1) 0, 916
Service Quality (X2) 0, 934
Free Shipping (X3) 0, 888
Purchase decision (Y) 0, 922
Source: Primary data processed (2024)

Based on the table above, it shows that the Cronbach alpha value of all variables in this
study is above> 0.6, which means that the Cronbach alpha value has met the requirements so
that all constructs can be said to be reliable.
The multicollinearity test can be seen from the tolerance value and variance inflation factor
(VIF). Multicollinearity can be detected with a cut off value that shows a tolerance value> 0.1
or the same as the VIF value < 5. Below is the VIF value in this study:
Table 6. Collinearity Statistic (VIF)
Variables Purchase Decision
Paylater (X1) 1, 968
Service Quality (X2) 2, 157
Free Shipping (X3) 2, 726
Purchase Decision (Y)
Source: Primary data processed (2024)

From the table above, the results of Collinearity Statistics (VIF) to see the test of each
variable have a cut off value> 0.1 or equal to the VIF value < 5, so it does not violate the
multicollinearity test.
Paylater Features and
Purchasing Decisions
in E-Commerce

40

Figure 3. Inner Model

The inner model is used to test the effect between one latent variable and another latent
variable. For hypothesis testing in this study, we can use the path coefficient value table for
direct effects. Testing the path coefficient by using the bootsraping process to see the t statistics
or p values (critical ratio) and the original sample value obtained from the process. The p value
<0.05 indicates that there is a direct influence between variables while the p value> 0.05
indicates that there is no direct influence between variables. In this study, the significance
value used is t-statistic 1.96 (significant level = 5%). If the t-statistic value> 1.96 then there is
a significant influence. Hypothesis testing was carried out with the help of SmartPLS (Partial
Least Square) 3.2.9 software below is the path coefficient value of the test results.
Table 7. Path Coefficient (Direct Effect)
Hypothesis Original t-Statistics P Values Description
Sample
Paylater (X1)- H1 0, 427 5, 346 0, 000 Positively
>Purchase Significant
Decision (Y)
Service Quality H2 0, 017 0, 196 0,845 Negative Not
(X2)->Purchase Significant
Decision
Free Shipping H3 0, 488 3, 996 0, 000 Positively
(X3)-> Purchase Significant
Decision (Y)
Source: Primary data processed (2024)

Based on the table analysis above, it can be concluded that the first hypothesis which
tests whether Paylater has a positive and significant effect on Purchasing Decisions is
accepted, because the t-statistic value is 5.346 with a magnitude of influence of 0.427 and
a p-value of 0.000, meeting the t-statistic> 1.96 and p-value <0.05 criteria. However, the
second hypothesis which tests whether service quality has a positive and significant effect
on purchasing decisions is not accepted, because the t-statistic value is 0.196 with a
magnitude of influence of 0.017 and a p-value of 0.845, not meeting the t-statistic> 1.96
and p-value <0.05 criteria. Meanwhile, the third hypothesis which tests whether Free
Shipping has a positive and significant effect on purchasing decisions is accepted, because
the t-statistic value is 3.996 with a magnitude of influence of 0.488 and a p-value of 0.000,
meeting the t-statistic> 1.96 and p-value <0.05 criteria.
 Paylater Features and
DISCUSSION Purchasing Decisions
Based on the analysis above, several interpretations can be explained as follows. First, in E-Commerce
the Paylater feature which is a service to postpone payments or debts that must be paid
off at a later date, the paylater feature can be described as a trigger for purchase planning
that produces special emotional effects that can cause consumers to take purchasing
action, the Paylater feature can create a sense of desire in the hearts of consumers to buy
a product. Purchasing Decision is the desire or intention to make a purchase of a product.
The statistical results show that the paylater feature has a significant positive effect on 41
purchasing decisions. This means that the paylater feature can create a sense of wanting
to buy a product. These results prove the first hypothesis which states that the paylater
feature has a significant positive effect on purchasing decisions is proven correct. These
results are in line with research conducted by Sarihim & Leo Alexander Tambunan,
(2022) which shows that the paylater feature has a positive and significant effect on repeat
purchases.
Service quality is the ability of service providers to meet customer needs and desires
for a service, as well as the accuracy of delivery to balance customer expectations for
services. Service quality itself is determined by the company's ability to meet customer
needs and desires in accordance with customer expectations ( Desmaryani et al., 2022 ).
Purchasing Decision is the intention to make a purchase that is motivated by consumers'
understanding of the company's service quality when deciding to make a purchase as well
as a reduced assessment of individual satisfaction with transactions that occur during and
after consumption. The statistical results show that service quality has a negative and
insignificant effect on purchasing decisions. This means that good service quality has not
been proven to create a sense of wanting to buy a product. These results prove the second
hypothesis which states that service quality has a negative and insignificant effect on
purchasing decisions is proven correct. These results are in line with research conducted
by Tecoalu et al., (2021) which states that in Shopee e-commerce, service quality has a
negative effect on purchase intentions.
Free shipping is a voucher given by some sellers or e-commerce platforms to consumers
in order to get subsidized shipping costs. Free shipping is one of the triggers for consumers
in making a purchase decision. The statistical results show that free shipping has a
significant positive effect on purchasing decisions. This means that free shipping has a
role for consumers in purchasing a product. These results prove the third hypothesis which
states that free shipping has a significant positive effect on purchasing decisions is proven
correct. These results are in line with research conducted by Aisyah et al., (2022) in his
research states that Free Shipping has a positive influence on purchasing decisions.

CONCLUSIONS
Based on the results of the analysis that has been carried out, it can be concluded that
this study has produced several significant findings. First, the Paylater feature is proven
to have a significant positive effect on purchasing decisions, which indicates that
consumers tend to prefer to make purchases when using this payment feature. This finding
supports the first hypothesis of the study. Second, service quality does not show a
significant influence and even tends to be negative on purchasing decisions. This means
that aspects of service quality in the context of this study do not play a dominant role in
motivating consumers to make purchases. This finding concludes that the second
hypothesis is not supported. Finally, free shipping is shown to have a positive and
significant influence on purchasing decisions, indicating that consumers tend to be more
interested in buying products that offer free shipping facilities. This finding is consistent
with the third hypothesis of the study. Thus, this study provides an in-depth
understanding of the factors that influence purchasing decisions in the context of Paylater
features, service quality, and free shipping.
This study has several limitations that need to be considered. First, this study only focuses
on several independent variables, namely the Paylater feature, service quality, and free
Paylater Features and shipping, as well as the dependent variable, namely purchasing decisions. This limitation may
Purchasing Decisions hinder a thorough understanding of other factors that may influence consumer purchasing
in E-Commerce decisions. Secondly, this study specifically targets millennial generation students or those aged
18-30 years, so the generalization of the results of this study to the general public may be
limited. In addition, the use of a sample of 194 respondents may not include sufficient diversity
to describe broader conditions. Therefore, caution is needed in interpreting and generalizing
the findings of this study to a broader segment of the population.
Suggestions for future researchers can be given based on the findings of the limitations
42 in this study. First, it is recommended that future research consider using or adding other
variables that have not been included in this study. This can increase understanding of
potentially significant factors in influencing consumer purchasing decisions. Second, to
expand the generalizability of the findings, it is recommended that future research involve
people outside the 18-30 year age group that is the focus of this study. By involving a
larger and more diverse sample, research can provide a more accurate and varied picture
of the factors that influence purchasing decisions. By implementing these suggestions,
future research is expected to make a more comprehensive and relevant contribution to
understanding consumer behavior.

REFERENCES
Aisyah, W. N., Anwar, M. K., & Malihah, L. (2022). Pengaruh Tagline Shopee" Gratis Ongkir
Xtra" Terhadap Minat Belanja Online:(Studi Kasus Mahasiswi Fakultas Ekonomi dan
Bisnis Islam). Surplus: Jurnal Ekonomi dan Bisnis, 1(1), 12-22.
Amrullah, A., Siburian, P. S., & Zainurossalamia, S. (2016). Pengaruh kualitas produk dan
kualitas layanan terhadap keputusan pembelian sepeda motor honda. Kinerja, 13(2), 99-
118.
Bhimantoro, S., & Lestari, A. (2016). Pengaruh Kualitas Layanan Terhadap Loyalitas
Pelanggan Telepon Rumah Dengan Kepuasan Sebagai Variabel Intervening (Studi Pada
Pelanggan Telepon Rumah Pt Telkom Kota Surabaya Barat). Jurnal Ilmu
Manajemen, 4(3), 1-11.
Chin, W. W. (1998). The partial least squares approach to structural equation
modeling. Modern methods for business research, 295(2), 295-336.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of
tests. psychometrika, 16(3), 297-334.
Damayanti, F. D. W., & Canggih, C. (2021). Pengaruh penggunaan pembayaran shopeepay
later terhadap perilaku konsumsi islam generasi milenial di Surabaya. Jurnal Ilmiah
Ekonomi Islam, 7(3), 1905-1915.
Desmaryani, S., Kusrini, N., Lestari, W., Septiyarini, D., Harkeni, A., Burhansyah, R., ... &
Andriany, E. (2022). The role of digital leadership, system of information, and service
quality on e-learning satisfaction. International Journal of Data and Network
Science, 6(4), 1215-1222.
Dwiastuti, R. (2017). Metode Penelitian Sosial Ekonomi Pertanian: Dilengkapi Pengenalan
Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi Kuantitatif-kualitatif.
Universitas Brawijaya Press.
Fathoni, A. (2021). Dampak Market Place Terhadap Peluang Lapangan Kerja Dan
Peningkatan Pendapatan. Dinar: Jurnal Prodi Ekonomi Syariah, 5(1), 69-90.
Fatimah, H. N., & Nurtantiono, A. (2022). Pengaruh Citra Merek , Promosi , Harga , dan
Kualitas Pelayanan Terhadap Keputusan Pembelian ( Pengguna Aplikasi Shopee ) The
Influence of Brand Image , Promotion , Price , and Service Quality on Purchase
Decisions ( Shopee Application Users ). Jurnal Sinar Manajemen, 09(1), 106–113.
Firatmadi, A. (2017). Pengaruh kualitas pelayanan dan persepsi harga terhadap kepuasan
pelanggan serta dampaknya terhadap loyalitas pelanggan. Journal of Business
Studies, 2(2), 80-105.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable
variables and measurement error. Journal of marketing research, 18(1), 39-50.
Istiqomah, M., & Marlena, N. (2020). Pengaruh promo gratis ongkos kirim danonline
 customer ratingterhadapkeputusan pembelian produkfashion. Jurnal Manajemen, 12(2), Paylater Features and
288-298. Purchasing Decisions
Jaya, D. A., Ogi, I. W., & Palandeng, I. D. (2023). Pengaruh Digital Marketing, Kualitas in E-Commerce
Produk Dan Harga Terhadap Keputusan Pembelian Di Etsuko Kitchen Manado. Jurnal
EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(4), 1425-1434.
Masita, I., Kamsul, A. R., Aidil, A. N., & Hanan, S. A. (2022). Shopping Guarantee and
Customer E-Loyalty: A Case Study of the Shopee Guarantee. International Journal of
Business and Technopreneurship, 12(2), 39-52.
Nur, S., Dahmayanti, A., & Jannah, M. (2023). Shopee PayLater Voucher pada Jual Beli 43
Online dalam Perspektif Fikih Muamalah Kontemporer. AL-KHIYAR: Jurnal Bidang
Muamalah dan Ekonomi Islam, 3(2), 96-113.
Nurakhmawati, R., Purnamawati, A., & Fahmi, I. (2022). Pengaruh Kualitas Pelayanan E-
Commerce Shopee Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian.
Coopetition : Jurnal Ilmiah Manajemen, 13(2), 191–204.
Prastiwi, I. E., & Fitria, T. N. (2021). Konsep Paylater Online Shopping dalam Pandangan
Ekonomi Islam. Jurnal Ilmiah Ekonomi Islam, 7(1), 425-432.
Pratomo, W. Y. (2018). Analisis Pengaruh Kepercayaan, Orientasi Belanja Dan Electronic
Service Quality Terhadap Keputusan Pembelian Secara Online (Bachelor's thesis,
Jakarta: Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah).
Probosini, D. A., Hidayat, N., & Yusuf, M. (2021). Pengaruh promosi, brand ambassador
terhadap keputusan pembelian pengguna market place x dengan brand image sebagai
variabel intervening. Jurnal Bisnis, Manajemen, dan Keuangan-JBMK, 2(2), 445-458.
Putri, L. A. (2023). Pengaruh Positif Penggunaan Bingkai Diskon Terhadap Reputasi Merek,
Citra Merek, Dan Minat Beli Ulang Di Toko Online Shopee (Doctoral dissertation,
Universitas Islam Indonesia).
Putro, S. W. (2014). Pengaruh kualitas layanan dan kualitas produk terhadap kepuasan
pelanggan dan loyalitas konsumen Restoran Happy Garden. Jurnal Strategi
Pemasaran, 2(1), 1-9.
Rahmadhani, N. P., & Nopriansyah, W. (2023). Analisis Jual Beli Melalui Aplikasi Shopee
Terhadap Denda Pada Fitur Paylater Dalam Perspektif Islam (Studi Kasus Masyarakat
Desa Air Batu Jaya Banyuasin). Jurnal Bisnis dan Manajemen (JURBISMAN), 1(3),
863-876.
Sarihim, & Leo Alexander Tambunan. (2022). Pengaruh Paylater Terhadap Keputusan
Pembelian Kembali Produk Di E-Commerce Shopee. Jurnal Ilmiah Manajemen,
Ekonomi Dan Bisnis, 1(2), 17–20.
Tecoalu, M., Tj, H. W., & Ferdian, F. (2021). Effect of Price Perception and Brand Awareness
on Service Quality Mediated By Purchasing Decisions. Journal of Humanities, Social
Science, Public Administration and Management (HUSOCPUMENT), 1(4), 183–195.
https://doi.org/10.51715/husocpument.v1i4.127
Utami, H. N., & Firdaus, I. F. A. (2018). Pengaruh bauran pemasaran terhadap perilaku online
shopping: perspektif pemasaran agribisnis. Jurnal Ecodemica, 2(1), 136-146.
Widjanarko, W., Saputra, F., & Hadita, H. (2023). Analisis Keputusan Pembelian dan
Loyalitas Pelanggan terhadap Voucher Gratis Ongkos Kirim E-Commerce Shopee
Indonesia. Jurnal Ilmu Manajemen Terapan, 4(5), 678-685.
Paylater Features and
Purchasing Decisions
in E-Commerce

44