The Role of Perceived Ease of Use and Cashback Promotions on Impulsive Purchases of Shopeepay Users

Melita Apri Yoma; Rika Desiyanti

doi:10.52330/jtm.v22i2.287

Authors

Melita Apri Yoma Bung Hatta University
Rika Desiyanti Bung Hatta University

DOI:

https://doi.org/10.52330/jtm.v22i2.287

Keywords:

Financial Literacy, Perceived ease of use, Impulse buying, Cashback Promotion, ShopeePay

Abstract

The impact of development technology from product digital wallet against impulse buying is a significant phenomenon. This study aims to analyze the effect of perceived ease of use, cashback promotions, and financial literacy on impulse buyers of shopeepay users. Respondents used were Faculty of Business Economics students at private universities in Padang City. This research uses a purposive sampling technique with 80 respondents. The validity method was carried out using Confirmatory Factor Analysis (CFA), while multiple regression analysis using the STATA application was used to test the research hypothesis. The results showed that perceived ease of use and cashback promotions had a positive influence on impulse purchases, while financial literacy did not show a significant effect. The contribution of this research is to provide a deeper understanding of the factors that influence impulse buying in the digital era, especially those related to perceived ease of use, cashback promotions, and financial literacy in using shopeepay.

References

Abimanyu, R., & Hermana, C. (2023). The Influence of Price Perceptions and Cashback Promotions on Purchasing Decisions on the Tokopedia Marketplace. Scientific Journal of Educational Vehicles, 9 (1), 398–408. https://doi.org/10.5281/zenodo.7545920

Abrilia, ND, & Sudarwanto, T. (2022). The Influence of Perceptions of Convenience and Service Features on Interest in Using E-Wallets in Fund Applications in Surabaya. Commerce Education, 8 (3), 1006–1012.

Aulia, TN, Suryadi, E., & Safitri, H. (2023). The Influence of E-Wallet Use and Financial Literacy on Impulsive Buying Behavior. Owner: Accounting Research & Journal, 7 (3), 2010–2020. https://doi.org/10.33395/owner.v7i3.1601

Cahyaningtyas, SR, Ramadhani, RS, & Isnaini, Z. (2020). Financial Literacy Education for the Mekarsari Narmada Village Community. Independent Community Service Journal, 1 (2), 86–90. https://doi.org/10.29303/independent.v1i2.19

Darma, B. (2021). Research Statistics Using SPSS (Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, T Test, F Test, R2). Guepedia.

Effendi, S., Faruqi, F., Mustika, M., & Salim, R. (2020). The Influence of Sales Promotion, Electronic Word of Mouth and Hedonic Shopping Motivation on Impulsive Buying on the Shopee Application. Journal of Accounting and Management, 17 (02), 22–31. https://doi.org/10.36406/jam.v17i02.332

Ernawati, N., & Noersanti, L. (2020). The Influence of Perceived Benefits, Ease of Use and Trust on Interest in Using the OVO Application. STEI Management Journal, 1 (2), 27–37. https://doi.org/10.58344/jii.v1i6.90

Huwaydi, Y., & Persada, SF (2018). Descriptive Analysis of Go-Pay Users in Surabaya. ITS Engineering Journal, 7 (1), 1–5. https://doi.org/10.12962/j23373539.v7i1.28827

I'tishom, M.F., Martini, S., & Novandari, W. (2020). Price Perceptions on Consumer Attitudes and Decisions to Use Go-Pa. Influence of Perceived Benefits, Perceived Convenience, Perceived Risk Dany. Journal of Economics, Business, And Accounting, 22 (4), 514–532.

Kusnawan, A., Andy, Hernawan, E., Silaswara, D., & Sefung, T. (2020). The Effect of Digital Payments on Millennial Consumer Purchase Decisions. TEST Engineering and Management, 82 (5116), 5116–5129. www.alexa.com

Naimah, S., Komariah, K., & Saori, S. (2023). Analysis of Advertising, Cashback Promotion, and Flash Sale on Online Impulse Buyingtitle Analysis of Advertising, Cashback Promotion, and Flash Sale on Online Impulse Buying. Management Studies and Entrepreneurship Journal, 4 (6), 9671–9681. http://journal.yrpipku.com/index.php/msej

Nurulhuda, E. Soraya, & Lutfiati, A. (2020). Analysis of Factors That Influence Financial Literacy. Economics And Business, 2 (02), 111–134. https://doi.org/10.34005/kinerja.v3i01.966

Prastiwi, W., & Demi, K. ayu S. (2022). Analysis of the Effect of Brand Ambassadors, Refunds and Price Discounts on Consumer Impulsive Purchases on the Shopee Online Shopping Site (Case Study of Consumers Who Have Made At Least One Transaction on the Shopee Online Shopping Site). Indonesian Journal of Business Economics, 17 (01), 72–83.

Ramadany, C., & Artadita, S. (2022). The Influence of Financial Literacy, Perceived Ease of Use, Perceived Benefits of Using Shopee Paylater on Impulsive Buying Behavior in Generation Z in Indonesia. YUME : Journal of Management, 6 (1), 606–614.

Ramadhanty, VD, Indra Permana, R., Rida, B., Fauzia, S., & Rakhmawati, NA (2021). Factor Analysis of Digital Wallet Use Among Surabaya Higher Education Students. Journal of Informatics Engineering and Information Systems, 8 (1), 312–322. http://jurnal.mdp.ac.id

Rodiah, S., & Melati, IS (2020). The Influence of Ease of Use, Benefits, Risk and Trust on Interest in Using E-Wallets among the Millennial Generation in Semarang City, Faculty of Economics, Semarang State University. Economic Education and Entrepreneurship Http://E-Journal.Ivet.Ac.Id/Index.Php/Jeee Influence, 1 (2), 66–80.

Roisah, R., & Dianita, W. (2023). The influence of sales promotions and shopping enjoyment on impulse purchases on Shopee e-commerce. Service Management Triangle: A Journal…, 5 (1), 1–19. http://ejurnal.ars.ac.id/index.php/jsj/article/view/1204%0Ahttp://ejurnal.ars.ac.id/index.php/jsj/article/download/1204/695

Roscaeni, K. (2024). The Influence of Financial Literacy and Peers on Impulsive Buying Behavior in Students of the Faculty of Islamic Economics and Business Iain Syekh Nurjati Cirebon.

Sanoesi, RNWO, & Setiawan, H. (2022). The Influence of Perception of Ease, Benefits, Intensity of Use, Lifestyle on Impulse Buying among Shopee Paylater Users. Business Management and Accounting Innovation Seminar (SIMBA), 4, 1–25.

Sihombing, DA, & Juliasari, FA (2022). Analysis of Perceived Ease of Use and Perceived Benefits of Gofood Consumer Purchase Interest among Ibm asm Students. 5th NCBMA (Pelita Harapan University, Indonesia) “The Opportunity of Digital and Technology Disruption” 18, 21–28.

sugiyono. (2017). Quantitative Qualitative Research Methods and R&D. In Bandung Alf (p. 143).

Syamsiyah, AD, & Nirawati, L. (2024). The Influence of Live Streaming, Flash Sale, and Cashback on Impulse Buying Behavior among Shopee E-Commerce Users in Surabaya Awwaliya. Al-Kharaj : Journal of Sharia Economics, Finance & Business, 6 (5), 5024–5036. https://doi.org/10.47467/alkharaj.v6i5.2119

Wahyuni, SF, Radiman, R., Jufrizen, J., Hafiz, MS, & Gunawan, A. (2022). Model of Personal Financial Management Practices Based on Financial Literacy, Future Orientation and Spiritual Intelligence in Generation "Y" in Medan City. Owner, 6 (2), 1529–1539. https://doi.org/10.33395/owner.v6i2.780

Wangi, LP, & Andarini, S. (2021). The Influence of Flash Sales and Cashback on Impulse Buying Behavior among Shopee Users. Journal of Business and Management Strategy Studies, 5 (1), 79–91. https://doi.org/10.35308/jbkan.v5i1.3424

Yurindera, N. (2020). The Influence of Perceptions and Attitudes on Motivation and Their Impact on Online Purchasing Decisions During the Pandemic. Journal of Business Management, 23 (3), 309–320.

Zahri, C., & Prayadi, CA (2022). The Influence of Cash Back and Transfer Payment Programs on Honda Car Purchasing Decisions at Pt. Deli Kencana Palace, Medan. Dharmawangsa Warta, 16 (3), 346–357. https://doi.org/10.46576/wdw.v16i3.2229