MATERIALISM AND IMPULSIVE BUYING: EVIDENCE OF BUY-NOW-PAY-LATER AS A MEDIATOR AMONG INDONESIAN CONSUMERS

Kurniady Rizki; Mahir Pradana; Budi Rustandi Kartawinata

doi:10.62567/micjo.v2i4.1098

Authors

Kurniady Rizki Telkom University
Mahir Pradana Telkom University
Budi Rustandi Kartawinata Telkom University

DOI:

https://doi.org/10.62567/micjo.v2i4.1098

Keywords:

materialism, impulsive buying, BNPL

Abstract

The rapid diffusion of Buy-Now-Pay-Later (BNPL) services has reshaped consumption in emerging economies. This article examines how materialistic value orientations stimulate impulsive buying through BNPL usage among Indonesian PayLater users. A cross-sectional survey of 670 respondents was analysed with partial least-squares structural-equation modelling (PLS-SEM). Materialism had a strong positive effect on BNPL adoption (β = 0.762) and a moderate direct effect on impulsive buying (β = 0.350). BNPL, in turn, exerted a substantial impact on impulsive buying (β = 0.480) and partially mediated the materialism–impulsivity link (indirect β = 0.366). The model explained 65% of BNPL variance and 72% of impulsive buying variance, while exhibiting acceptable fit indices (SRMR = 0.035; NFI = 0.885). Findings highlight BNPL’s dual role as a financial innovation and a behavioural catalyst, raising implications for platform design, consumer literacy programmes, and regulatory oversight.

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