Pengaruh Gaya Hidup Dan Persepsi Risiko Terhadap Perceived Behavioral Control Penggunaan Shopee Paylater Oleh Generasi Z Di Kota Medan

Abstract

The digital era has fundamentally transformed the way people live globally. E-commerce has become one of the fastest-growing sectors, with Shopee dominating as the most widely used platform. The development of e-commerce has also encouraged innovations in the digital financial sector or financial technology (fintech). One of the notable innovations in fintech is the Buy Now, Pay Later (BNPL) service. Shopee Paylater has become the most well-known and widely used Paylater service. As many as 83% of university students, who are part of Generation Z in Indonesia, agree that Shopee Paylater carries a low level of risk. This study aims to analyze the influence of lifestyle and risk perception on perceived behavioral control in the use of Shopee Paylater among Generation Z in Medan City. This research employs a quantitative method with an associative approach. The sampling method used was non-probability sampling with purposive sampling technique. A total of 96 respondents from Generation Z in Medan City were involved in this study. Data were collected through questionnaires and Google Forms using a Likert scale. The data analysis techniques included validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing with the aid of SPSS version 25. The results indicate that, partially, lifestyle (X1) and risk perception (X2) do not have a significant effect on perceived behavioral control (Y). However, simultaneously, lifestyle and risk perception have a positive small relative effect on perceived behavioral control. The coefficient of determination (R²) of 0.139 shows that 13.9% of the variation in perceived behavioral control can be explained by lifestyle and risk perception, while the remaining 86.1% is influenced by other factors not examined in this study. The Adjusted R² value of 0.121 indicates that although the two independent variables contribute relatively little, the model still possesses accountable predictive power.