PENGARUH PENGGUNAAN SPAYLATER PADA APLIKASI SHOPEE TERHADAP PERILAKU IMPULSE BUYING MAHASISWA PRODI BISNIS DIGITAL UNIVERSITAS NEGERI MEDAN

Chintia Ni, NIM 7213250002 “The Influence of SPayLater Usage on Shopee Application towards Impulse Buying among Digital Business Students at State University of Medan”. Thesis Digital Business Study Program, Department of Management, Faculty of Economics, State University of Medan, 2026.
This study aims to determine the effect of SPayLater usage on the Shopee application toward Impulse Buying behavior among students of the Digital Business Study Program at Universitas Negeri Medan. The background of this research is based on the increasing trend of paylater feature usage among students, which often encourages unplanned and spontaneous purchasing behavior. This research employs a quantitative approach with a causal associative method. The population consists of all students of the Digital Business Study Program, with a total sample of 96 respondents selected using a purposive sampling technique. Data were collected through a validated and reliable questionnaire, and analyzed using simple linear regression assisted by the SPSS program. The results show that the SPayLater usage variable (X) has a positive and significant effect on Impulse Buying behavior (Y). This is evidenced by the tvalue of 25.248, (tvalue > ttable) with a significance level of 0.000. The regression equation obtained is Y = 2.192 + 0.551X, indicating that each increase in SPayLater usage raises students’ Impulse Buying behavior by 0.551 units. The coefficient of determination (R²) shows that 87.1% of the variation in Impulse Buying behavior can be explained by the SPayLater usage variable, while the remaining 12.9% is explained by other factors outside this study. Based on these findings, it can be concluded that SPayLater usage significantly influences students’ Impulse Buying behavior. Therefore, students are encouraged to use paylater services wisely to avoid excessive consumption, and universities are expected to strengthen financial literacy education for students.