Abstract
The purpose of this study is to show the influence of Shopee Pay later on impulsive buying through utilitarian attributes, hedonic attributes, affective attitude, and cognitive attitude variables. The researcher disseminates an online questionnaire via Google form to 232 respondents to conduct this study. The analysis of this study uses the method of Structural Equation Modelling (SEM) using the Smart PLS (Partial Least Square) software. The result of this study is that the utilitarian attributes, hedonic attributes, affective attitude, and cognitive attitude have a positive and significant relation to the impulsive buying variable. So, there are the higher value of the utilitarian attributes and hedonic attributes, the higher level of affective attitude and cognitive attitude, and then, there are the higher value of affective attitude and cognitive attitude, the greater level of consumer impulsiveness in shopping using the Shopee Pay later feature.
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