Abstract
This study aims to determine the effect of the tagline "Beli Sekarang, Bayar Nanti” on decision to use Shopee PayLater for Generation Z in Bekasi, West Java, Indonesia. The theoretical studies used in this research are persuasive communication; SOR (Stimulus-Organism-Response) theory; marketing communication; tagline (familiarity, differentiation, message or value), and purchase decision. This is a quantitative research; distributing questionnaires to 100 respondents in Bekasi area. The sampling technique in this study is nonprobability sampling, namely purposive sampling. Data analysis techniques used is descriptive analysis and simple linear regression analysis. The results showed that there is a relationship between the tagline "Beli Sekarang, Bayar Nanti" and the decision to use Shopee PayLater with a correlation coefficient value of 0.510. The effect of the tagline "Beli Sekarang, Bayar Nanti" on the decision to use Shopee PayLater is 26%.
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