Understanding The Influence of Perceived Usefulness, Perceived Ease of Use, and Perceived Enjoyment on Attitude And Buying Intention Using Buy Now Pay Later Service

Abstract

This study examined the factors that influenced consumer attitudes and buying intentions toward Buy Now, Pay Later (BNPL) services in Indonesia, using the Technology Acceptance Model (TAM) as a framework. It focused on three key factors: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Perceived Enjoyment (PE), and how these affected attitudes toward BNPL services, which, in turn, influenced buying intentions. Data was collected from 200 respondents via an online survey, and the results were analyzed using Structural Equation Modeling (SEM). The findings showed that PU, PEOU, and PE significantly impacted consumer attitudes, with PU having the strongest influence. Positive attitudes led to greater intention to use BNPL services. This study provided valuable insights for BNPL providers, highlighting the need to enhance ease of use, usefulness, and enjoyment to increase user adoption. Recommendations for improving marketing strategies and user interfaces were also discussed, along with implications for policymakers to ensure responsible use of BNPL services.