Buy Now Pay Later and Online Impulse Buying: An Empirical ‎Study in Indonesia’s Digital Economy

  • Authors

    • Sendy Watazawwadu Ilmi School of Business, IPB University, Bogor 16128, Indonesia
    • Fithriyyah Shalihati School of Business, IPB University, Bogor 16128, Indonesia
    • Tanti Novianti School of Business, IPB University, Bogor 16128, Indonesia
    https://doi.org/10.14419/16b72331

    Received date: September 17, 2025

    Accepted date: October 24, 2025

    Published date: November 4, 2025

  • Buy Now Pay Later; Digital Consumer Behavior; Digital Promotions; FOMO; Self-Control

  • Abstract

    The rapid expansion of Buy Now Pay Later (BNPL) services in Indonesia has reshaped consumer behavior in the digital economy. While ‎BNPL provides convenience in online transactions, it may also intensify impulsive buying tendencies. This study examines the determinants ‎of online impulse buying by comparing BNPL users and non-users. Six factors were analyzed: fear of missing out (FOMO), BNPL pro-‎motions, happiness, social influence, normative evaluation, and self-control. A quantitative approach was applied through an online survey ‎of 303 respondents, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal ‎that for both BNPL users and non-users, FOMO, happiness, and self-control significantly influence impulsive buying. Among BNPL users, ‎self-control was the strongest predictor, while happiness was most influential among non-users. Normative evaluation showed a significant ‎negative effect only for non-users, indicating that social norms remain an effective restraint in that group. In contrast, promotions and social ‎influence were not significant for either group. These results suggest that BNPL shifts the main drivers of impulse buying from emotional ‎triggers to self-regulation and reduces the role of normative controls. The study offers implications for policymakers, digital businesses, and ‎consumers in promoting more responsible digital consumption.

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    Ilmi, S. W., Shalihati, F., & Novianti, T. (2025). Buy Now Pay Later and Online Impulse Buying: An Empirical ‎Study in Indonesia’s Digital Economy. International Journal of Accounting and Economics Studies, 12(7), 116-128. https://doi.org/10.14419/16b72331