Digital Marketing, Hedonism, and Product Knowledge on the Interest in Using Paylater at A Hotel in Pontianak City

Muchammad Ariffin — 2026-02-27

Advances in digital technology have driven significant changes in consumer behavior, including the adoption of financial services such as paylater, which is growing in the hospitality industry. This study aims to analyze the influence of digital marketing, hedonism, and product knowledge on the interest in using paylater at star-rated hotels in Pontianak City. The study employs a quantitative approach through a questionnaire survey using accidental sampling techniques on 88 respondents who are familiar with paylater services and have stayed at star-rated hotels. Data analysis was performed using smart-PLS 3.0. The results show that, partially, only product knowledge has a significant effect on the interest in using paylater (p-value = 0.000) with a dominant contribution of 64.5%. Meanwhile, digital marketing and hedonism did not have a significant individual effect. However, simultaneously, the three variables were able to explain 82.7% of the variability in interest in using paylater (R² = 0.827). These findings indicate that rational considerations based on product knowledge are more decisive than digital promotion factors and emotional motivation. The novelty of this research lies in testing an integrative model of the three variables in the context of star-rated hotels, which has previously been studied more extensively in the e-commerce sector. This study contributes to the development of consumer behavior literature and provides managerial implications regarding the importance of educational strategies in digital marketing for PayLater services.

Abstrak - Kemajuan teknologi digital telah mendorong perubahan signifikan dalam perilaku konsumen, termasuk dalam adopsi layanan keuangan seperti paylater yang semakin berkembang di industri perhotelan. Penelitian ini bertujuan menganalisis pengaruh digital marketing, hedonisme, dan product knowledge terhadap minat penggunaan paylater pada hotel berbintang di Kota Pontianak. Penelitian menggunakan pendekatan kuantitatif melalui survei kuesioner dengan teknik accidental sampling terhadap 88 responden yang mengetahui layanan paylater dan pernah menginap di hotel berbintang. Analisis data dilakukan menggunakan smart-PLS 3.0. Hasil penelitian menunjukkan bahwa secara parsial hanya product knowledge yang berpengaruh signifikan terhadap minat penggunaan paylater (p-value = 0,000) dengan kontribusi dominan sebesar 64,5%. Sementara itu, digital marketing dan hedonisme tidak berpengaruh signifikan secara individual. Namun, secara simultan ketiga variabel mampu menjelaskan 82,7% variabilitas minat penggunaan (R² = 0,827). Temuan ini menunjukkan bahwa pertimbangan rasional berbasis pengetahuan produk lebih menentukan dibandingkan faktor promosi digital dan motivasi emosional. Kebaruan penelitian terletak pada pengujian model integratif ketiga variabel dalam konteks hotel berbintang, yang sebelumnya lebih banyak diteliti pada sektor e-commerce. Studi ini berkontribusi pada pengembangan literatur perilaku konsumen dan memberikan implikasi manajerial berupa pentingnya strategi edukatif dalam pemasaran digital layanan paylater.

The Role of Fintech in Improving Service Accessibility at Indonesian Sharia Banks in Pontianak City

Muhammad Faisal — 2026-03-09

This study analyzes the role of fintech in improving the accessibility of financial services at Bank Syariah Indonesia (BSI) in Pontianak City. The background of this study is the gap in access to financial services for small communities that are difficult to reach by conventional banks. This study uses a quantitative approach with a survey method of 150 active BSI customers who use fintech services, selected through purposive sampling. Data were collected using questionnaires and analyzed with multiple linear regression using SPSS to test the effect of the variables of availability, ease of use, and security of fintech services on the variable of financial service accessibility, including ease of access, service coverage, and financial literacy. The results are expected to provide empirical evidence of the effectiveness of fintech in expanding financial access at BSI and measure customer satisfaction with fintech. This study contributes to the literature on sharia fintech with a focus on empirical analysis in the context of BSI customers in Pontianak, while also serving as a reference for stakeholders in developing sharia banking digital strategies to improve services and empower small communities economically.

Abstrak - Penelitian ini menganalisis peran fintech dalam meningkatkan aksesibilitas layanan keuangan pada Bank Syariah Indonesia (BSI) di Kota Pontianak. Latar belakang penelitian adalah kesenjangan akses layanan keuangan bagi masyarakat kecil yang sulit dijangkau oleh perbankan konvensional. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 nasabah aktif BSI yang menggunakan layanan fintech, dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda menggunakan SPSS untuk menguji pengaruh variabel ketersediaan, kemudahan penggunaan, dan keamanan layanan fintech terhadap variabel aksesibilitas layanan keuangan, termasuk kemudahan akses, jangkauan layanan, serta literasi keuangan. Hasil diharapkan memberikan bukti empiris efektivitas fintech dalam memperluas akses keuangan di BSI dan mengukur tingkat kepuasan nasabah terhadap fintech. Penelitian ini memberikan kontribusi dalam literatur fintech syariah dengan fokus pada analisis empiris di konteks nasabah BSI di Pontianak, sekaligus menjadi acuan bagi pemangku kepentingan dalam pengembangan strategi digital perbankan syariah guna meningkatkan pelayanan dan pemberdayaan ekonomi masyarakat kecil.

Jurnal Manajemen dan Perbankan (JUMPA)

Digital Marketing, Hedonism, and Product Knowledge on the Interest in Using Paylater at A Hotel in Pontianak City

The Role of Fintech in Improving Service Accessibility at Indonesian Sharia Banks in Pontianak City