PATTERNS AND MOTIVATIONS FOR USING BUY NOW PAY LATER (BNPL) FOR NON-ESSENTIAL PURCHASES AMONG BUSINESS STUDENTS

Abstrak

The rapid growth of Buy Now Pay Later (BNPL) services has raised concerns about impulsive and non-essential purchases, particularly among young people who are still developing their financial literacy. This study aims to explore the motivations and usage patterns of BNPL for non-essential purchases among business students. This study employs a qualitative approach. Data were collected through semi-structured interviews with seven business students who actively use BNPL for non-essential items. The findings reveal four motivations: cash flow management, frictionless consumption, sensitivity to promotions, and justified purchases. Three usage patterns identified are price perception distortion leading to bill shock, impulsive purchases during flash sales, and the business student paradox—the gap between sound financial knowledge and persistent consumptive behavior. This study concludes that business students actively seek functional, hedonic, and cognitive satisfaction from BNPL, and that high financial literacy alone is insufficient to prevent consumptive behavior in a digital environment designed to encourage spending