Application of Utaut2 Model to Identify Factors Influencing Akulaku User Behavior

Abstract

This study investigates the factors influencing user behavior towards Akulaku, a leading Buy Now, Pay Later (BNPL) service in Indonesia, using the UTAUT2 model. Employing a quantitative approach with 378 respondents, the research evaluates the relationships between constructs such as performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit, in predicting behavioral intention (BI) and use behavior (UB). The results reveal that all constructs except effort expectancy significantly affect BI, with social influence being the most influential. Moreover, habit and facilitating conditions directly affect UB. These findings confirm the robustness of UTAUT2 in explaining technology usage behavior in the BNPL context. Strategic recommendations are proposed for Akulaku to enhance user retention by leveraging social influence, habit formation, and improving technical infrastructure.