Analisis Faktor dengan Kepercayaan sebagai Variabel Mediasi pada Penggunaan Shopee PayLater Generasi Z di Kota Semarang

The growth of e-commerce and fintech has driven an increase in the use of BNPL, with total outstanding balances reaching Rp22.78 trillion (up 32.18% year-over-year) and 24.59 million accounts as of March 2025. PayLater usage has also increased from 69.4% (2023) to 70.5% (2024), with Shopee PayLater dominating 50% of the market among Generation Z and an average monthly installment of around Rp1.275 million. This study aims to analyze the influence of perceived benefits, perceived ease of use, perceived risk, and promotions on the use of Shopee PayLater through trust. This study is grounded in the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). The study employs a quantitative approach using purposive sampling of 130 Generation Z respondents in Semarang City who actively use Shopee PayLater, analyzed via SEM-PLS using SmartPLS. The results indicate that perceived benefits, perceived ease of use, and trust have a significant positive influence on the use of Shopee PayLater, while perceived risk and promotions do not have a significant direct influence. Perceived benefits and perceived ease of use have a significant positive effect on trust, while perceived risk and promotions do not have a significant effect on trust. Trust mediates the effect of perceived benefits and perceived ease of use on the use of Shopee PayLater, but does not mediate the effect of perceived risk and promotions. These findings suggest that efforts to increase the use of Shopee PayLater should focus on enhancing benefits, convenience, and user trust rather than on promotional strategies or risk perception management.