Influence of BNPL Loans and Consumer Motivation on Youth Consumptive Behavior

Evidence from Pungpungan Village, Bojonegoro Regency, Indonesia

Authors

DOI:

https://doi.org/10.56741/IISTR.jmsd.001905


Keywords:

Buy Now Pay Later, Consumer Motivation, Consumptive Behavior, Digital Financial Services, Youth Consumer Behavior

Abstract

This study aims to investigate the influence of buy-now-pay-later (BNPL) online loans and consumer motivation on the consumptive behavior of youth in Pungpungan Village, Bojonegoro Regency. The collected data were processed quantitatively.This study adopts a correlational research design to examine the relationships between buy-now-pay-later online loan usage, consumer motivation, and the consumptive behavior of youth in Pungpungan Village, Bojonegoro Regency. The final sample comprises 100 respondents. The results indicate that both Pay Later usage and consumer motivation have a positive and significant effect on the consumptive behavior of youth in Pungpungan Village, both individually and simultaneously. Pay Later usage shows a stronger influence (0.485) compared to consumer motivation (0.208), with the model explaining 31.8% of the variance in consumptive behavior. These findings suggest that the ease of deferred payments combined with high consumer motivation substantially drives impulsive and excessive spending among rural youth. This study extends the literature on consumer behavior by integrating buy-now-pay-later (BNPL) usage and consumer motivation as joint predictors of consumptive behavior in a rural youth context. It offers a novel perspective by highlighting how fintech adoption interacts with psychological drivers to shape spending patterns outside urban settings.

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Author Biographies

Reza Anggapratama, Universitas Bojonegoro

is a lecturer in Retail Management at Universitas Bojonegoro, Indonesia, with expertise in marketing management, financial management, and operations management. He has a strong academic background and extensive teaching experience in the fields of marketing management, financial management, and operations management. He has authored scholarly publications that contribute to the development of marketing management, financial management, and operations management. (email: reza@unigoro.ac.id).

Rina Sulistyowati, Universitas Bojonegoro

is a lecturer in Development Economics at Universitas Bojonegoro, Indonesia, with expertise in accounting and financial management. She has a strong academic background and extensive teaching experience in the fields of accounting and financial management. She has authored scholarly publications that contribute to the development of accounting and financial management. ORCID ID 0000-0003-1770-1156. Google Scholar ID Rina Sulistyowati. (email: rina@unigoro.ac.id).

Fharhan Hadi Sulthoni, Universitas Bojonegoro

is an undergraduate student in the Retail Management program at Universitas Bojonegoro, Indonesia. His academic interests focus on management studies, particularly retail management, consumer behavior, and contemporary business practices. He is actively developing his knowledge and research skills in the field of retail and business management. Through his studies, he aims to contribute to the advancement of innovative retail strategies and consumer-oriented business development in Indonesia. (email: fahanhadi@gmail.com).

Muhammad Rizqi Agustino, Universitas Bojonegoro

is a lecturer in Retail Management at Universitas Bojonegoro, Indonesia, with expertise in marketing management, digital marketing, and financial technology. He has a strong academic background and extensive teaching experience in the fields of marketing management and digital marketing. He has authored scholarly publications that contribute to the development of marketing management and digital marketing. (email: rizky@unigoro.ac.id).

Kustaji, Universitas Bojonegoro

is a lecturer in Retail Management at Universitas Bojonegoro, Indonesia, with expertise in marketing management, retail management, and financial management. He has a strong academic background and extensive teaching experience in the fields of marketing management and digital marketing. He has authored scholarly publications that contribute to the development of marketing management and digital marketing. (email: kustaji@unigoro.ac.id).

Fauzian Noor, Universitas Bojonegoro

is a lecturer in Retail Management at Universitas Bojonegoro, Indonesia, with expertise in supply chain management, strategic management, and financial management. He has a strong academic background and extensive teaching experience in the fields of supply chain management, strategic management and financial management. He has authored scholarly publications that contribute to the development of marketing management, and digital marketing. (email: fauzian@unigoro.ac.id).

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2026-05-10

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Anggapratama, R., Sulistyowati, R., Hadi Sulthoni, F., Agustino, M. R., Kustaji, & Noor, F. (2026). Influence of BNPL Loans and Consumer Motivation on Youth Consumptive Behavior: Evidence from Pungpungan Village, Bojonegoro Regency, Indonesia. Journal of Management Studies and Development, 5(02), 262–276. https://doi.org/10.56741/IISTR.jmsd.001905

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Vol. 5 No. 02 (2026): Journal of Management Studies and Development

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Copyright (c) 2026 Reza Anggapratama, Rina Sulistyowati, Fharhan Hadi Sulthoni

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