Behavioral Drivers of Buy Now Pay Later Over-Indebtedness in Indonesia

The rapid growth of Buy Now Pay Later (BNPL) services in Indonesia have transformed consumer access to digital credit while simultaneously raising concerns regarding impulsive borrowing and financial vulnerability. This study examines the psychological, perceptual, and cultural determinants of BNPL borrowing behavior, focusing on the roles of dark pattern exposure, impulsive buying tendency, perceived usefulness, perceived risk, and Islamic financial literacy. A quantitative cross-sectional survey was conducted among 587 Indonesian BNPL users between April and June 2025. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that exposure to dark patterns significantly increases impulsive buying tendency and perceived usefulness while reducing perceived risk, leading consumers to develop more favorable attitudes toward BNPL.