The Effects of Perceived Usefulness, Trust, and Social Influence on BNPL Adoption Intention Among E-Commerce Users at BINUS University Bekasi

This study investigates the factors influencing Buy Now Pay Later (BNPL) adoption intention among e-commerce users at BINUS University Bekasi, focusing on key aspects of consumer behavior and technology acceptance in digital financial services. The research examines the influence of perceived usefulness, trust, and social influence on users' intention to adopt BNPL services in e-commerce transactions. Drawing upon the Technology Acceptance Model (TAM) and related consumer behavior theories, this quantitative study collected survey data from active e-commerce users at BINUS University Bekasi who have prior experience or familiarity with BNPL services. The data were analyzed using SmartPLS 4.0 to evaluate the relationships among the proposed constructs. The findings are expected to provide insights into the extent to which perceived usefulness, trust, and social influence contribute to BNPL adoption intention. This study offers valuable implications for researchers, fintech providers, and e-commerce platforms in understanding consumer acceptance of digital payment innovations and developing strategies to enhance BNPL adoption among young consumers.