Perkembangan teknologi pada tahun 2020 ini telah merambah ke berbagai bidang tanpa kecuali, termasuk bidang niaga. Proses jual beli telah berkembang sangat pesat salah satunya dengan semakin dikenalnya e-commerce. Situs jual beli online tersebut tidak hanya selalu mengenai jual beli barang, kini jasa pun bisa dijual melalui situs jual beli online seperti halnya ojek online, jasa antar dan kirim barang, konsultasi dokter, hingga jasa tukang sekalipun. Perkembangan e-commerce tersebut memberikan dampak pada metode pembayaran yang semula hanya dikenal pembayaran tunai, berbasis kertas (cek atau bilyet giro), berbasis kartu (kartu kredit dan kartu debit), kini mulai diperkenalkan dengan sistem pembayaran baru berbasis elektronik seperti m-banking, virtual account, aplikasi pembayaran (ovo, gopay, dana, dll), hingga kredit online. Paylater merupakan salah satu jenis pembayaran kredit secara online. Paylater memungkinkan penggunanya memiliki kartu kredit tanpa kartu serta tanpa proses pembuatan yang rumit. Setiap pengguna paylater dapat melakukan transaksi secara kredit dengan proses pembuatan tidak lebih dari 2x24 jam saja. Penggunaan paylater tersebut diperkirakan dapat menjadi salah satu pemicu terhadap perilaku impulse buying, oleh karenanya penelitian ini dilakukan dengan tujuan untuk mengukur sebesar apa pengaruh dari penggunaan paylater tersebut terhadap perilaku impulse buying pengguna e-commerce di Indonesia. Variabel penggunaan paylater diukur menggunakan dimensi persepsi kemudahan, persepsi kemanfaatan, intensitas penggunaan, serta sikap dalam penggunaan yang sebenarnya (Davis, 1989). Sedangkan variabel impulse buying diukur menggunakan indikator spontanitas, kekuatan, kompulsi, dan intensitas, kegairahan dan stimulasi, serta ketidakpedulian akan akibat (Rook dan Fisher, 1995). Penelitian ini menggunakan metode analisis deskriptif kuantitatif sehingga data yang digunakan merupakan hasil dari penyebaran kuesioner terhadap 404 orang sampel yang memenuhi kriteria. Hasil dari penelitian ini menyebutkan bahwa kemudahan dalam penggunaan teknologi paylater memberikan pengaruh sebesar 6,4% terhadap perilaku pembelian impulsif pengguna e-commerce di Indonesia. Dari hasil pengolahan data dapat disimpulkan bahwa kemudahan dalam penggunaan teknologi paylater oleh pengguna e-commerce di Indonesia sangat baik sekali serta pengguna paylater cenderung melakukan impulse buying saat berbelanja. Kata Kunci: e-Commerce, Online Impulse Buying, Pay later.

Technological developments in 2020 have penetrated into various fields without exception, including the trade sector. The buying and selling process has developed very rapidly, one of which is the increasing recognition of e-commerce. The online buying and selling site is not only about buying and selling of goods, now services can also be sold through online buying and selling sites such as online motorcycle taxis, delivery and delivery services, doctor consultation, even mason services. The development of e-commerce has had an impact on payment methods which were originally only known as cash payments, paper-based (check or bilyet giro), card based (credit card and debit card), are now being introduced with new electronic-based payment systems such as m-banking, virtual accounts, payment applications (ovo, gopay, funds, etc.), to credit on line. Pay later is a type of online credit payment. Pay later allows its users to have a credit card without a card and without a complicated manufacturing process. Each user pay later can make transactions on credit with the creation process no more than 2x24 hours. The use of the pay later is thought to be one of the triggers for behavior impulse buying, therefore this study was conducted with the aim of measuring how much influence the use of the pay later has on the behavior of impulse buying users e-commerce in Indonesia. Usage variables are Pay later measured using the dimensions of perceived ease of use, perceived usefulness, intensity of use, and attitudes in actual use (Davis, 1989). While the variable is impulse buying measured using indicators of spontaneity, strength, compulsion, and intensity, excitement and stimulation, as well as indifference to consequences (Rook and Fisher, 1995). This study uses a quantitative descriptive analysis method so that the data used is the result of distributing questionnaires to 404 samples who meet the criteria. The results of this study indicate that the ease of use of technology pay later has an effect of 6.4% on the impulsive buying behavior of users e-commerce in Indonesia. From the results of data processing, it can be concluded that the ease of use of technology pay later by users e-commerce in Indonesia is very good and users pay later tend to make impulse buying when shopping. Keywords: E-commerce, Online Impulse Buying, Pay later.

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