DAYA TARIK PAYLATER TERHADAP MINAT BELI PRODUK UMKM PADA PLATFORM SHOPEE

Abstract

Abstrak – Penelitian ini dilakukan pada platform e-commerce Shopee yang menyediakan fitur paylater sebagai salah satu metode pembayaran. Penelitian ini bertujuan untuk menganalisis motivasi pengguna dalam menggunakan fitur paylater saat melakukan transaksi serta mengkaji dampak penggunaan paylater terhadap penjualan produk UMKM di e-commerce Shopee. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi langsung, dan dokumentasi. Uji kredibilitas data dilakukan dengan teknik triangulasi sumber, triangulasi teknik, dan triangulasi waktu. Partisipan penelitian berjumlah lima orang, yang terdiri atas tiga pengguna paylater dan dua pelaku UMKM di e-commerce Shopee, yang dipilih berdasarkan prinsip kesesuaian dan kecukupan data. Hasil penelitian menunjukkan bahwa keputusan penggunaan paylater didorong oleh motivasi utilitarian yang tercermin dari aspek fleksibilitas dan kenyamanan, serta motivasi hedonic yang tercermin dari berbagai keuntungan yang diperoleh selama bertransaksi menggunakan paylater. Sementara itu, pengaruh paylater terhadap penjualan produk UMKM pada kategori fashion dan aksesoris dinilai relatif rendah karena hanya memberikan kontribusi sekitar 5–20% terhadap omzet penjualan.

Kata kunci: Paylater; E-commerce; Motivasi Utilitarian; Motivasi Hedonic; UMKM.

Abstract – This study was conducted on the Shopee e-commerce platform, which provides a paylater feature as one of its payment methods. The purpose of this study is to analyze user motivation in utilizing the paylater feature during transactions and to examine its impact on the sales of MSMEs products on Shopee. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews, direct observation, and documentation. Data credibility was ensured through source triangulation, technique triangulation, and time triangulation. The study involved five participants, consisting of three paylater users and two MSMEs actors on the Shopee platform, selected based on the principles of suitability and data sufficiency. The results indicate that the decision to use paylater is influenced by utilitarian motivation, reflected in flexibility and convenience, as well as hedonic motivation, reflected in the various benefits obtained when conducting transactions using paylater. Meanwhile, the impact of paylater on MSMEs sales in the fashion and accessories category is relatively low, contributing only around 5–20% to total sales turnover.

Keywords: Paylater; E-commerce; Utilitarian Motivation; Hedonic Motivation; MSMEs