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ABSTRACT:

This study examines the impact of Shopee PayLater—a buy-now-pay-later service offered by the Shopee marketplace, also known as SPayLater—and lifestyle on purchasing decisions, with religiosity as a moderating variable. The research focuses on Shopee users aged 17 and above in Mataram City who have made transactions using Paylater. Primary data was collected through an online questionnaire (Google Forms) from 100 respondents and analyzed using SmartPLS 4. The findings reveal that SPayLater and lifestyle positively influence purchasing decisions. However, religiosity does not significantly moderate the relationship between SPayLater/lifestyle and purchasing decisions. This suggests that consumers' religious beliefs do not alter the effect of Paylater usage or lifestyle factors on their credit-based purchasing behavior. These results contribute to the understanding of digital consumer behavior and provide insights for e-commerce platforms in designing targeted marketing strategies, particularly in markets where religiosity is presumed to influence financial decisions.

KEYWORDS:

SPayLater, Lifestyle, Religiosity, Purchasing Decision, Shopee

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