DIGITAL MARKETING, HEDONISM, AND PRODUCT KNOWLEDGE ON THE INTEREST IN USING PAYLATER AT A HOTEL IN PONTIANAK CITY

Muchammad Ariffin; Aisyah; Windi Pratiwi; Sabirin

doi:10.32938/ie.v8i1.9748

Authors

Muchammad Ariffin Universitas Panca Bhakti
Aisyah Universitas Panca Bhakti
Windi Pratiwi Universitas Panca Bhakti
Sabirin Universitas Panca Bhakti

DOI:

https://doi.org/10.32938/ie.v8i1.9748

Keywords:

Digital marketing; Hedonism; Knowledge; Interest

Abstract

Advances in digital technology have driven major changes in consumer behaviour, including the adoption of financial services such as PayLater, which is becoming increasingly popular in the hospitality industry. This study aims to analyse the influence of digital marketing, hedonism, and product knowledge on the interest in using PayLater at star-rated hotels in Pontianak City. The method used is a quantitative approach through a questionnaire survey with accidental sampling technique, involving 88 respondents who are familiar with the PayLater service and have stayed at star-rated hotels. Data analysis was conducted using SmartPLS 3.0. The results indicate that, partially, only product knowledge has a significant influence on the interest in using PayLater (p-value = 0.000), with a dominant influence of 64.5%. Conversely, digital marketing and hedonism did not show significant individual effects. 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 understanding of the product has a greater influence on consumer interest than visual exposure and emotional motivation. The practical implications of this study emphasise the importance of an educational approach in digital marketing strategies to enhance the inclusion of technology-based financial services in the hospitality sector

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