PENGARUH PAYLATER, GAYA HIDUP DAN INTENSITAS PENGGUNAAN TERHADAP IMPULSE BUYING PADA PENGGUNA E-COMMERCE MASYARAKAT PONOROGO

This study aims to determine the influence of the paylater feature, lifestyle,
and intensity of e-commerce use on impulse buying behavior in the Ponorogo
community. The development of financial technology that facilitates transactions
through paylater, combined with a consumptive lifestyle and high intensity of ecommerce use, is suspected to trigger impulsive buying. The study used a
quantitative method with primary data from questionnaires, and sampling was
conducted by accidental sampling. A total of 170 respondents domiciled in
Ponorogo and had used the paylater feature when shopping online. Data analysis
using T-tests and F-tests showed that paylater, lifestyle, and intensity of use had a
positive and significant effect, both partially and simultaneously on impulse buying.
This finding confirms that an increase in these three factors can strengthen the
tendency of the Ponorogo community to make impulsive purchases.