PENGARUH LITERASI KEUANGAN DAN GAYA HIDUP HEDONIS TERHADAP INTENSITAS PENGGUNAAN SHOPEE PAYLATER PADA MAHASISWA PENERIMA KIP-K DI INTERNATIONAL WOMEN UNIVERSITY (IWU) KOTA BANDUNG

Safitri Yulianti Dewi

doi:10.59945/jpnm.v3i2.544

Authors

Safitri Yulianti Dewi Fakultas Ilmu Sosial dan Bisnis, International Women University

DOI:

https://doi.org/10.59945/jpnm.v3i2.544

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh literasi keuangan dan gaya hidup hedonis terhadap intensitas penggunaan Shopee PayLater pada mahasiswa penerima KIP-K di International Women University (IWU) Kota Bandung. Fenomena penggunaan layanan Buy Now Pay Later (BNPL) yang semakin meningkat di kalangan mahasiswa perlu dikaji lebih mendalam, khususnya pada kelompok penerima bantuan pendidikan yang memiliki karakteristik finansial khusus. Penelitian ini menggunakan metode kuantitatif dengan pendekatan regresi linear berganda. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling dengan kriteria mahasiswa aktif penerima KIP-K yang telah menggunakan layanan Shopee PayLater. Instrumen penelitian berupa kuesioner dengan skala Likert yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh negatif dan signifikan terhadap intensitas penggunaan Shopee PayLater dengan nilai koefisien -0,448 dan signifikansi (t = -9,068, sig. = 0,000). Sebaliknya, gaya hidup hedonis berpengaruh positif dan signifikan dengan koefisien 0,124 dan signifikansi (t = 2,726, sig. = 0,008). Secara simultan, kedua variabel berpengaruh signifikan terhadap intensitas penggunaan Shopee PayLater dengan nilai F hitung 75,395 (sig. = 0,000) dan koefisien determinasi 60%. Temuan ini mengindikasikan bahwa mahasiswa dengan literasi keuangan tinggi cenderung lebih bijak dalam menggunakan layanan kredit digital, sedangkan mahasiswa dengan gaya hidup hedonis lebih rentan menggunakan PayLater secara berlebihan. Penelitian ini memberikan kontribusi penting bagi pengembangan program edukasi keuangan digital dan kebijakan perlindungan konsumen, khususnya untuk kelompok mahasiswa penerima bantuan pendidikan.

Kata kunci : Gaya hidup hedonis; Literasi keuangan; Mahasiswa KIP-K; Shopee Paylater; Teknologi finansial.

ABSTRACT

This study aims to determine the influence of financial literacy and hedonic lifestyle on the intensity of Shopee PayLater usage among KIP-K recipient students at International Women University (IWU) Bandung City. The phenomenon of increasing Buy Now Pay Later (BNPL) service usage among students needs to be studied more deeply, especially among educational aid recipients who have specific financial characteristics. This research uses a quantitative method with a multiple linear regression approach. The research sample consisted of 100 respondents selected using purposive sampling technique with the criteria of active KIP-K recipient students who had used Shopee PayLater services. The research instrument was a questionnaire with a Likert scale that had been tested for validity and reliability. The results showed that financial literacy had a negative and significant effect on the intensity of Shopee PayLater usage with a coefficient value of -0.448 and significance of (t = -9,068, sig. = 0,000). Conversely, hedonic lifestyle had a positive and significant effect with a coefficient of 0.124 and significance of (t = 2,726, sig. = 0,008). Simultaneously, both variables significantly influenced the intensity of Shopee PayLater usage with an F value of 75.395 (sig. = 0,000) and a coefficient of determination of 60%. These findings indicate that students with high financial literacy tend to be wiser in using digital credit services, while students with hedonic lifestyles are more prone to excessive PayLater usage. This research provides important contributions to the development of digital financial education programs and consumer protection policies, especially for groups of students receiving educational assistance.

Keywords : Hedonic lifestyle; Financial literacy; KIP-K students; Shopee Paylater; Financial technology.

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