The Influence of Ease of Use and Cashback Promotions on Shopee PayLater Usage Intention in Tegal City

Abstract

The development of financial technology has encouraged the emergence of embedded finance, including Buy Now Pay Later services integrated into e-commerce platforms. Shopee PayLater is one of the digital financial services that combines transaction convenience with promotional incentives such as cashback. This study aims to analyze the effect of perceived ease of use and cashback promotion on the intention to use Shopee PayLater in Tegal City. The study employed a quantitative approach using survey data collected through an online questionnaire from 100 respondents selected using purposive sampling. Respondents were at least 17 years old, domiciled in Tegal City, had used Shopee, knew or had used PayLater, and had conducted transactions through Shopee. The data were analyzed using multiple linear regression with SPSS version 22. The results show that perceived ease of use has a positive and significant effect on intention to use, with a regression coefficient of 0.799, t-value of 13.220, and significance of 0.000. Cashback promotion does not have a significant effect, with a coefficient of 0.002, t-value of 0.024, and significance of 0.981. Simultaneously, perceived ease of use and cashback promotion have a positive and significant effect on intention to use, as indicated by an F-value of 88.633 and significance of 0.000. The adjusted R square of 0.639 indicates that the two independent variables explain 63.9% of the variation in intention to use Shopee PayLater. The findings suggest that improving user experience and ease of use should be prioritized, while cashback programs need to be designed more effectively to match user needs.