THE INFLUENCE OF FINANCIAL LITERACY, PRODUCT KNOWLEDGE, AND PERCEIVED VALUE ON BEHAVIORAL INTENTION TO USE PAYLATER: THE MEDIATING EFFECT OF ATTITUDE

Abstract

The popularity of the pay later system or commonly referred to as paylater. However, paylater has a difference in perception of the effects it accumulates in the form of negative or positive impacts at this time has created a lot of positive and negative opinions in the community. This study aims to determine the influence of financial literacy, product knowledge, perceived value and attitude as mediating variable on the behavioral intention to use paylater. The survey was conducted on the target respondents and obtained 267 valid respondents. The method in this study is a type of quantitative research after using purposive sampling for sampling techniques with the research population is paylater users throughout indonesia. The results of this study indicate that there is a positive influence between financial literacy, product knowledge and perceived value with behavioral intentions using paylater. The results of this study also explain that perceived value is the first largest trigger variable, followed by product knowledge in the second position and financial literacy in the third position in an effort to increase behavioral intention to use paylater. Meanwhile, other variables such as attitude have no effect on behavioral intention to use paylater and have no significant mediating effect.