PAY LATER AND IMPULSE BUYING BEHAVIOR IN THE INDUSTRY 4.0 ERA
The growth of pay later services is expanding with many financial and fintech companies offering them. E-commerce platforms, retail stores, and payment service providers have also started providing pay later options to their customers. Pay later services play an important role in the industrial era 4.0 by providing flexibility and ease of payment integrated with developments in digital technology. Pay later is increasingly connected to popular apps and platforms, including digital wallets, e-commerce apps, and online payment platforms. This makes it easier for consumers to use pay later services when shopping or making transactions. The advantages and conveniences offered by pay later are very attractive. Impulse buying which refers to buying goods or services that are made suddenly, spontaneously, and without careful planning, often occurs because of an emotional impulse, sudden desire, or stimulation from external factors such as promotions or discount offers. In this case, to what extent is the pay later's influence on buying behavior?