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The Importance of Digital Financial Literacy To Anticipaye Impulsive Buying Behavior in Buy-Now-Pay-Later Mode
The Importance of Digital Financial Literacy To Anticipaye Impulsive Buying Behavior in Buy-Now-Pay-Later Mode
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1. Introduction
Technological advances in this digital era have brought forth the latest technology-based
innovations, one of which is in the realm of financial services which is marked by the presence
of financial technology (fintech). Fintech is a combination of information technology and
financial services that can make transactions done quickly without worrying about distance
(Bank Indonesia, 2020). The growth of fintech in Indonesia, which has increased during this
pandemic by 91% according to Bedjo Santoso at the Digital Talkshow and book review of the
Fintech Ecosystem in Indonesia, goes hand in hand with increasing internet penetration in 2021
which is also increasing by 15,5% from the previous year, from 175.4 million to 202.6 million
users (Wearesocial & Hootsuite, 2021).
The initial entry of fintech in Indonesia was in the field of digital payments and peer to peer
(P2P) lending. Currently, fintech is expanding the forms of services provided to electronic
money, crowdfunding, and investment. Also, fintech adopts the Buy Now Payment Later
method (BNPL) and cooperates with several digital platforms that are widely used by
Indonesian people in online transactions, such as Traveloka, Shopee, Gojek, etc. BNPL's
unique payment method attracts the attention of many online platform users because of the loan
approval and easy process compared to using credit or other payments and is in demand with
various tempting promos.
With the ease of buying a product with financial support and easy application requirements for
the paylater feature, it is possible to create consumptive behavior. Consumptive behavior is an
individual's behavior by buying a product in excess without any basic needs but only based on
pleasure and desire (Lina & Rosyid, 1997). In addition, the digital finance industry in Indonesia
is still overshadowed by the low level of financial literacy and inclusion, especially among
people who do not have a bank account. Seeing these benefits, many people take advantage of
it, but some are unable to pay it off because of the high interest rate. In fact, Indonesia's digital
financial literacy rate has only reached 35.5% according to Teten Masduki, Minister of
Cooperatives and SMEs (MenkopUKM) in 2020. OJK conducted a national survey in 2019,
the result is the level of financial literacy of the young generation is lower than the adult
generation.
The author wants to conduct research to find out the relevance of the importance of having
good digital financial literacy, especially for the youth in anticipating BNPL mode. This
research uses financial literacy, digital financial literacy, and paylater usage factors as
independent variables that are expected to be improved so that it can influence the use of digital
financial innovations, especially buy now pay later more wisely to avoid various existing
digital financial problems and the negative impact by using the buy now pay later method.
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Based on the description above, the author takes the title "The Importance of Digital Financial
Literacy to Anticipate Impulsive Buying Behavior in Buy-Now-Pay-Later Mode".
2. Literature Review
2.1 Financial Literacy and Behavior
The definition of financial literacy is interpreted very diversely by various studies and
institutions, there is no universal standard regarding the definition of financial literacy.
According to Vitt et al. (2000), financial literacy is defined as the ability to read, analyze,
manage, and communicate about personal financial conditions that affect material well-being
to take action resulting from processes to thrive in a complex financial world. This includes the
ability to discern financial choices, discuss money and financial matters without (or despite)
inconvenience, plan for the future, and respond competently to life events that affect financial
decisions on a daily basis, including events in the economy in general (Vitt et al., 2000).
Financial literacy affects individual financial behavior and plays an important role in the
formation of wealth equity, where having good financial knowledge helps individuals make
wise decisions and can manage finances better, on the other hand, people who are less literate
rarely make efficient choices that lead to better outcomes, have a lot of debt, save little, and are
prone to fraud (Andarsari & Ningtyas, 2019). Research conducted by Chen and Volpe (1998)
shows that one's financial knowledge can influence one's opinions and decisions. Low levels
of financial literacy can affect people in managing finances and ineffectiveness in managing
money can make countries more vulnerable to severe financial crises (Braunstein & Welch,
2002). Thus, having financial literacy is very important so that financial problems that arise
due to low financial literacy can be minimized.
Digital financial literacy directly connects or provides knowledge about online purchases,
online payments through various means, and online banking systems (Prasad and Meghwal,
2017). Financial literacy is a problem in the digital age. People need to have a high level of
financial sophistication to use financial technology (fintech) products and services effectively,
and avoid fraud and major losses. Digital financial literacy is important because it will affect
the way people save and spend their money (OECD, 2018). From the OECD (2018), it was
found that digital financial literacy can influence financial behavior because digital financial
services can improve several aspects such as convenience and length of time for transactions,
provider variants, service variants, and other useful transactions between financial providers
and consumers.
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In the middle of 2018, the fintech company introduced a payment technology with the concept
of installments without a credit card, called Paylater. Paylater is an alternative payment method
that adopts an online installment system without the need for a credit card and in the form of a
credit limit. Currently, paylaters are widely adopted by e-commerce in Indonesia, ranging from
entertainment companies, ticket and hotel reservations, market places, to online transportation
service providers (Eka, 2020). Several paylaters that have been integrated in Indonesia are
GoPayLater, ShopeePayLater, OVO PayLater, Traveloka Paylater, as well as those offered by
Akulaku, Kredivo.
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H1: Financial literacy has a negative relationship and significant influences on impulsive
buying behavior
H2: Digital financial literacy has a positive relationship and significant influences on impulsive
buying behavior
H3: Paylater usage factor has a positive relationship and significant influences on impulsive
buying behavior
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Financial Literacy
H1
H2
Digital Financial Literacy Impulsive Buying Behavior
3. Method
3.1 Data Collection Method
This research applied Quantitative approach and collected two types of data, which are primary
and secondary data which refers to information obtained from the previous study by researchers
relating to the variable of interest for the specific purpose of the research. To obtain primary
data, this research used questionnaire that was designed accordingly to answer the research
question and fulfill the research objectives. The population and sample used in this study were
conducted with a judgment sampling approach in which sampling was based on characteristics
set against the target population elements that were adjusted to the objectives or research
problem. The criteria for the respondents used are youth aged 15-24 years who have used
paylater in Indonesia.
A total of 385 respondents were collected through questionnaire. The data collected were
analyzed statistically using MLR method by using SPSS. The validity and reliability of the
questionnaire data were tested using SPSS. After the questionnaire is proven valid & reliable,
the classical assumption test was conducted. Afterwards, the multiple linear regression analysis
was conducted to test the hypothesis.
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respondents from Sulawesi island and Maluku and Papua island were still very few compared
to others, showing that there are still very few paylater users in that area.
Out of 385 respondents who have experience using paylater financial services, some of them
only used one application, such as ShopeePayLater, GoPayLater, OVO PayLater, Link Aja,
Akulaku PayLater or Akucicil, Lazada PayLater, Traveloka PayLater, but there were also
respondents using more than one application paylater. There were other paylater service
providers that are used, such as Dana Paylater, Kredivo PayLater, Bukalapak BayarNanti, and
Tiketcom Paylater. The most paylater users are ShopeePayLater (82.86%), GoPayLater
(20.26%), OVO Paylater (9.35%), Akucicil (4.16%), and the rest use other paylater
applications.
Indicators in this research were analyzed using df (degree of freedom) with the formula df = n-
2, where n = number of samples. So, the df used is 385-2 = 383 with an alpha of 5%, then the
result of the r table value is 0.100. If r count is greater than r table and r is positive, then the
questions are said to be valid. The value of the reliability test can be accepted if the value is
greater than 0.6 and if the value above 0.8 it can be said to be good (Sekaran and Bougie, 2013).
Based on the conducted test, all the r count is greater than r table and the value is positive. Also,
the all value of Cronbach’s Alpha is greater than 0.6. Therefore, all variables are valid and
reliable.
Based on the conducted test, all of the sig. (2-tailed) is 0.00 < 0.05, so it can be concluded that
there is a significant relationship between Financial Literacy variable and Impulsive Buying
Behavior, Digital Financial Literacy and Impulsive Buying Behavior, and Factors Usage of
Paylater and Impulsive Buying Behavior. Based on the correlation coefficients, all show the
positive value which means that the relationship is in the same direction. Also, categorized as
moderate relationship because all are in the range of 0.26-0.50.
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The constant of 7.779 states that if the variables of financial literacy, digital financial literacy,
and paylater usage factor are considered constant. The regression coefficient X1 of 0.236 states
that each addition of one unit of financial literacy value will increase the value of financial
behavior by 0.236 with the assumption that other variables are considered constant. The
regression coefficient X2 of 0.119 states that each addition of one unit of digital financial
literacy value will increase the value of financial behavior by 0.119 with the assumption that
other variables are considered constant. The regression coefficient X3 of 0.324 states that for
every one category increase in the paylater usage factor, the value of financial behavior will
increase by 0.324 with the assumption that other variables are considered constant.
The Sig. value (P-value) in Table 6 is 0.000 which is less than alpha (α=5%). The sig. value
explains that financial literacy, digital financial literacy, and paylater usage factor
simultaneously have a significant effect on financial behavior.
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Table 7 shows that the R-value, which measures the correlation between independent and
dependent variables, is 0.543 or 54.30%. The R-square value in this model is 0.295 or 29.50%,
which means that the model formed or the existing independent variables can explain 29.50%
of the variation of the dependent variable. The adjusted R-square value is 0.289 or 28.90%
which indicates that financial literacy and demographic variables have an effect of 28.90% on
financial behavior. The remaining 71.10% cannot be explained by the existing independent
variables or explained by other variables outside the model.
5. Conclusion
This research conducted to identify the effect between the importance of financial literacy,
digital financial literacy, and paylater usage factor toward the impulsive buying behavior of
using the buy now pay later method in youth. Based on the analysis results using Multiple
Linear Regression (MLR) of 385 qualified respondents, the regression formula data obtained
Y = 7.7779 + 0.236 (Financial Literacy) + 0.119 (Digital Financial Literacy) + 0.324 (Factors
Usage of Paylater). It can be seen from this formula that conducted by using the f test, the
constant value is positive, which means that it shows the positive influence of the independent
variables simultaneously. The formula also shows the positive coefficient, meaning that there
is a positive relationship between all independent variables and the dependent variable.
From the results of hypothesis testing, not all the proposed hypotheses can be accepted because
the positive coefficient of financial literacy result that was developed is negatively related.
Based on the R adjusted square value is 0.289, meaning that financial literacy, digital financial
literacy, and paylater usage factors contribute together to impulsive buying behavior on
paylater payment method by 28.90%, while the remaining 71.10% is influenced by other
factors not examined by this research.
In accordance with the results of this research which proves that financial literacy, digital
financial literacy, and paylater usage factor have a significant positive effect on impulsive
buying behavior, there are some recommendations for some parties that can be given to
anticipate impulsive buying behavior using paylater payment method. For individuals, to be
more pay attention to income and expenses by recording income and expenses to avoid over
budgeting in minimizing impulsive buying behaviour. For financial technology can provide
warnings and also educate users regarding the use of services that are easy and offered so that
consumers can always weigh the behavior that will be taken in the future. The government can
also synergize with financial technology to be able to provide financial education and train
more thorough behavior that can be given to all people who can come from elementary, middle,
high school, college education and also workers. Also, the government can determine elements
of legality that can refer to actions that mislead the public
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