Pengembangan Model Kepercayaan Platform Buy Now pay Later Untuk Meningkatkan Niat Penggunaan Dengan Pendekatan Structural Equation Modeling

Habibullah, Bayu Liano Leader (2026) Pengembangan Model Kepercayaan Platform Buy Now pay Later Untuk Meningkatkan Niat Penggunaan Dengan Pendekatan Structural Equation Modeling. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6026251025-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

Pertumbuhan layanan Buy Now Pay Later (BNPL) di Indonesia meningkat pesat dengan pengguna aktif sebanyak 16,4 juta orang pada tahun 2024 dan telah digunakan sebagai solusi pembiayaan jangka pendek dalam transaksi digital. Namun, pertumbuhan tersebut tidak diikuti oleh tingkat kepercayaan pengguna yang stabil. Berbagai indikasi empiris seperti kasus penyalahgunaan akun, ketidakjelasan informasi biaya, kekhawatiran terhadap keamanan data, serta praktik layanan yang dinilai kurang transparan menunjukkan bahwa kepercayaan terhadap platform dalam ekosistem BNPL masih belum terbentuk secara optimal. Kondisi ini diperparah oleh tingginya persaingan antar penyedia BNPL, yang membuat pengguna mudah berpindah atau menghentikan penggunaan layanan ketika kepercayaan menurun. Meskipun sejumlah penelitian telah mengkaji faktor sistem dan kognitif dalam membangun kepercayaan pada layanan fintech, pemahaman mengenai peran faktor sosial dalam membentuk platform trust serta dampaknya terhadap borrowing intention dan Usage Intention layanan BNPL, khususnya dalam konteks Indonesia masih terbatas. Penelitian ini bertujuan mengembangkan model komprehensif untuk menganalisis faktor-faktor pembentuk platform trust yang mencakup dimensi system-based trust, cognitive-based trust, dan social-based trust, serta pengaruhnya terhadap borrowing intention dan Usage Intention layanan BNPL di Indonesia. Pendekatan kuantitatif digunakan melalui survei terhadap pengguna aktif BNPL di Indonesia yang berusia minimal 17 tahun dan telah melakukan setidaknya satu transaksi dalam tiga bulan terakhir. Data dianalisis menggunakan metode Structural Equation Modeling untuk menguji hubungan langsung dan tidak langsung antarvariabel dalam model penelitian. Penelitian ini diharapkan menghasilkan model dan rekomendasi mengenai faktor-faktor pembentukan kepercayaan pengguna BNPL, sekaligus memberikan kontribusi teoretis melalui integrasi faktor sosial dalam model kepercayaan fintech. Secara praktis, temuan penelitian ini diharapkan dapat menjadi dasar bagi penyedia BNPL dalam merancang strategi peningkatan kepercayaan pengguna dan mendorong penggunaan layanan secara lebih berkelanjutan.
================================================================================================================================
Buy Now Pay Later (BNPL) services are growing rapidly in Indonesia, reaching 16.4 million active users by 2024, and are being used as a short-term financing solution for digital transactions. However, this growth has not been accompanied by stable levels of user trust. Various empirical indications, such as cases of account misuse, unclear cost information, concerns about data security, and perceived lack of transparency in service practices, indicate that trust in platforms within the BNPL ecosystem has not yet been optimally established. This situation is exacerbated by intense competition among BNPL providers, which makes it easy for users to switch or discontinue services when trust declines. Although several studies have examined systemic and cognitive factors in building trust in fintech services, understanding the role of social factors in shaping platform trust and its impact on borrowing intention and Usage Intention of BNPL services, particularly in the Indonesian context, remains limited. This study aims to develop a comprehensive model to analyze the factors shaping platform trust, encompassing the dimensions of system-based trust, cognitive-based trust, and social-based trust, and their influence on borrowing intention and Usage Intention of BNPL services in Indonesia. A quantitative approach was employed through a survey of active BNPL users in Indonesia aged at least 17 years and who had made at least one transaction in the past three months. Data were analyzed using Structural Equation Modeling to examine the direct and indirect relationships between variables in the research model. This research is expected to yield a more comprehensive empirical understanding of the mechanisms of BNPL user trust formation, while also providing theoretical contributions through the integration of social factors into the fintech trust model. Practically, the findings of this study are expected to serve as a basis for BNPL providers in designing strategies to increase user trust and encourage more sustainable service usage.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Buy Now Pay Later; Platform Trust; Borrowing Intention; Usage Intention, Buy Now Pay Later; Platform Trust; Borrowing Intention; Usage Intention
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HG Finance > HG3751 Credit--Management.
Divisions:	Faculty of Information and Communication Technology > Information Systems > 59101-(S2) Master Thesis
Depositing User:	Bayu Liano Leader Habibullah
Date Deposited:	24 Jul 2026 06:56
Last Modified:	24 Jul 2026 06:56
URI:	http://repository.its.ac.id/id/eprint/136898

Actions (login required)

View Item