The impact of Buy Now Pay Later (BNPL) service, lifestyle and impulsive buying on muslim consumers behavior among university students in Malaysia

Abstract

Currently the trading world has emerge to digitalization. Hence, many of the business has change its method to online selling. The youngster is the biggest users of this facility. In order to attract this group of people, many methods has been offered including pay later feature which known as Buy Now Pay Later (BNPL). The biggest obstacle of this group of people is they are still young and yet to work because they still study at university levels. Hence, they have no sufficient money to shop but at the same time they are the biggest contributors inside online shopping platform. This is the major reason for pay later services existed such as Shoppe Paylater, Grab Paylater, Atome and Ipay88. However, most of them are not aware, this practice later promoting the culture of indebt practice. In Islam, the Muslims are not encourage to do debt unless there is no other alternative except to be in debt. Thus, this study aims to measure the impact of Buy Now Pay Later (BNPL) service, lifestyle and impulsive buying on Muslims consumer behavior among university students in Malaysia. This study use quantitative method which is through questionnaire survey for 350 samples. The respondents’ age are between 18 years old until 30 years old from cross universities in Malaysia. Another requirement are the respondent must be a Muslim and use the pay later service. It employs the likert-type of scale to gauge the impact BNPL towards Muslims consumer behavior. Based on the data analysis the researchers conclude that the BNPL service is not giving impact towards Muslim’s consumer behavior. However, lifestyle and impulsive buying could give impact towards Muslim’s consumer behavior among university students in Malaysia.