Pengaruh Lifestyle Dan Kemudahan Transaksi Shopee Paylater Terhadap Keputusan Pembelian (Studi Pada Pengguna Shopee di Kota Medan)

Abstract

The purchasing decisions of university students using Shopee PayLater in Medan City are influenced by lifestyle and transaction convenience. Students with a modern lifestyle tend to prefer shopping services that offer comfort and practicality. Transaction convenience through Shopee PayLater, such as installment features and flexible payment options, is one of the key factors supporting their purchasing decisions.

This study aims to analyze the influence of lifestyle and transaction convenience on purchasing decisions. The focus of this research is to understand the extent to which these factors enhance students' willingness to use Shopee PayLater as a payment method.

The research employs a quantitative approach with a survey method. Data were collected using questionnaires distributed to 100 students in Medan City selected through purposive sampling. This study examines the relationship between independent variables (lifestyle and transaction convenience) and the dependent variable (purchasing decisions).

Based on the research findings, results indicate that lifestyle and transaction convenience have a significant partial and simultaneous influence on purchasing decisions. With a coefficient of determination (R²) of 91.2%, it can be concluded that these two variables substantially contribute to influencing the purchasing decisions of Shopee PayLater users among students in Medan City.