Analysis of Factors Affecting Public Interest in Adopting Fintech Features in ManadoCity, North Sulawesi

ABSTRACT: Advanced of era of digitalization, financial institutions are rapidly transforming, providing newservice variants, and adopting new technologies to meet customer expectations. Fintech is one of theinnovations enabled by new technologies to provide new applications, services, processes, services, and businessmodels by financial services companies that are rapidly developing in digitization, and financial servicescompanies are at a great advantage implementing the same. The penetration of E-commerce and smartphones isdriving Fintech in a cash-based economy with the use of e-commerce increasing day by day; People now havevarious types of payment methods to meet their daily needs. Before the era of e- commerce came with theincreasing amount of internet usage now; people will only use conventional buying methods, namely by going tothe store and buying the needs they want. This conventional way of buying is still used by people today; Apartfrom the era, conventional purchases will be another option in the transaction method. But with the era ofglobalization that cannot be stopped and is currently increasing day by day; people introduce new ways that alsoutilize the internet or technology that can be found in the field of financialservices or financial (Fin-Tech) one ofthe products is “buy now, pay later” is used in this concept; Through this concept credit cards can be foundeverywhere now. People’s lifestyles during the COVID-19 pandemic tend to be more diverse than the previousera; Humans as social beings tend to buy products that carry a sense of prestige compared to their usefulness.The creation of paid services then becomes a double-edged sword for the community; As the main medium forbuying the desired product, it is also a major obstacle for people in Manado city in terms of creating long-termdebt. Research that emphasizes objective measurement and statistical, mathematical, or numerical analysis ofdata collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data usingcomputational techniques. The result of the research is that the pay later feature has a positive and significantrelationship to the lifestyle of the people in North Sulawesi in general and specifically in the city of Manado.

Keywords: Fintech, pay later, e-commerce, lifestyle, promotion