PENGARUH LINGKUNGAN SOSIAL, GAYA HIDUP TERHADAP KEPUTUSAN PINJAMAN ONLINE (SHOPEE PAYLATER) DENGAN LITERASI KEUANGAN SEBAGAI VARIABEL MODERASI DI KECAMATAN PUNUNG, KABUPATEN PACITAN

Technological advancements and the development of digital platforms have driven the widespread use of online lending services such as Shopee PayLater. This phenomenon is influenced by various factors, including the social environment and lifestyle of the community, especially the younger generation. This study aims to analyze the influence of the social environment and lifestyle on the decision to use Shopee PayLater, and to assess the role of financial literacy as a moderating variable. This study used a quantitative approach with a survey method by distributing questionnaires to 100 respondents in Punung District, Pacitan Regency, using a purposive sampling technique. Data were analyzed using the Partial Least Square (PLS) 4.1 method. The results showed that the social environment and lifestyle significantly influenced the decision to use Shopee PayLater. Furthermore, financial literacy was shown to moderate the relationship between lifestyle and online lending decisions, but did not significantly moderate the relationship between the social environment and lending decisions. These findings emphasize the importance of financial literacy in digital financial decision-making in the modern era.