Exploring the influence of perceived usefulness and value of PayLater/BNPL on satisfaction, impulsive buying, and post-purchase intention

Abstract

The growth of e-commerce in Indonesia has led to the rise of Buy Now Pay Later (BNPL) services, offering convenience and flexibility to match consumers' spending habits. However, the perceived benefits and value of BNPL, including convenience, utility, and flexibility, can also tempt consumers into impulse purchases. This study aims to investigate the impact of the perceived usefulness and value of BNPL on Indonesian e-commerce consumers' satisfaction, impulse buying behavior, and post-purchase intentions. Data was collected through a random sampling method from 521 respondents in Indonesia and employed Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that the perceived utility and value of PayLater/BNPL positively influence satisfaction and post-purchase intention, while the perceived usefulness of PayLater/BNPL positively impacts impulsive buying behavior. The findings highlight the strong influence of perceived value and usefulness on customer satisfaction, post-purchase intention, and impulsive buying behavior. These insights have implications for marketers, retailers, and policymakers in effectively utilizing and regulating BNPL services to enhance customer satisfaction and responsible purchasing behavior. Future research can focus on objective behavioral measurement methods, cross-cultural research, the long-term effects of BNPL services, and the role of technology and innovation in shaping consumer behavior.