M. Luthfi HamidiHerbert Wilbert Victor HasudunganReginia Ruzianti Jeni2023-11-302023-11-3020232023-07-04https://hdl.handle.net/20.500.14576/156Consumer behavior in the marketing concept only focuses on four main factors: economic, socio-cultural, personal, and psychological. Although consumer behavior has received extensive attention, religiosity, and innovation factors need to be explored more deeply as essential roles in determining fintech products, especially Pay Later in Muslim-majority countries. This study aims to analyze and evaluate the effect of consumer behavior on millennial Muslim decisions in selecting the paylater feature. Data sources come from primary and secondary data. This research uses quantitative methods with Structural Equation Modeling (SEM) techniques with Smart-PLS. The questionnaire method involved 250 millennial Muslims in Jakarta who used Shopee PayLater. The findings show that economic, socio-cultural, personal, psychological, and innovation factors significantly affect millennial Muslim's behavior and the decision to use Shopee PayLater. Then, religiosity has an insignificant effect on millennial Muslim's behavior and their decision to use Shopee PayLater. This research has the potential to provide theoretical and scientific knowledge. Academically, to serve as a resource and reference; practically, to give an overview of the impact of consumer behavior on consumer decisions to use Shopee PayLater.enAll Rights ReservedReligiosityConsumer BehaviorInnovationConsumer DecisionPayLaterMillenial MuslimsThesis