The Effect of Promotional Content Quality and Posting Frequency on Engagement Rate of Instagram @Persekatstore
DOI:
https://doi.org/10.24905/icobis.v2i1.41Keywords:
cashback promotion, embedded finance, intention to use, perceived ease of use, Shopee PayLaterAbstract
Embedded finance integrates financial services into digital platforms, including Buy Now Pay Later facilities in e-commerce. This study examines the effects of perceived ease of use and cashback promotion on intention to use Shopee PayLater in Tegal City. A quantitative survey was conducted with 100 purposively selected respondents aged at least 17 years, domiciled in Tegal City, and familiar with Shopee and PayLater. Data were analyzed using multiple linear regression in SPSS version 22. Perceived ease of use positively and significantly affected intention to use (B = 0.799; t = 13.220; p = 0.000), whereas cashback promotion did not have a significant partial effect (B = 0.002; t = 0.024; p = 0.981). The simultaneous model was significant (F = 88.633; p = 0.000), with an adjusted R² of 0.639. The findings indicate that ease of use and user experience should be prioritized, while cashback incentives should be tailored to user needs
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