Exploring the Impact of Social Media Promotion, Lifestyle, and Attractiveness on Gen Z’s Pay Later Usage in Semarang

Abstract

This study aims to analyze the influence of social media influencer promotions, lifestyle, and attractiveness on the use of PayLater services among Generation Z in Semarang City using the Theory of Planned Behavior (TPB) approach. This study used a quantitative method with an purposive sampling technique on 100 respondents. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results showed that social media influencer promotions and lifestyle had a positive effect on the use of PayLater services. In addition, social media influencer promotions also had a significant effect on lifestyle and consumer attractiveness. However, attractiveness did not have a significant effect on PayLater use. These findings indicate that orientation towards convenience, digital trends, and modern lifestyles are the main factors in driving the adoption of fintech services among Generation Z. This study strengthens the TPB that subjective norms, attitudes, and perceived behavioral control influence the intention to use fintech services.