The Influence of Shopee Pay Later on the Impulsive Buying of E-commerce Shopee Users: A Study from Indonesia Utilitarian and Hedonic Attributes in Online Purchase Intentions

The purpose of this study is to show the influence Shopee Pay later on impulsive buying through utilitarian attributes, hedonic affective attitude, and cognitive attitude variables. researcher disseminates an online questionnaire via Google form 232 respondents conduct study. analysis uses method Structural Equation Modelling (SEM) using Smart PLS (Partial Least Square) software. result that have a positive significant relation variable. So, there are higher value attributes level then, greater consumer impulsiveness in shopping feature.