GopayLater Cicil (GPL Cicil) is a credit product offered by Gojek, designed for users to make installment purchases on Tokopedia ranging from one to twelve months. This product was introduced as part of GOTO company's product portfolio, inspired by the Buy Now Pay Later concept. GPL Cicil provides users with the advantage of flexible installment options, allowing them to control their payments based on their specific needs. Repayment can be easily made using Gopay or Gopay Coins. The expectation is that GPL Cicil will lead to increased spending by users on the Tokopedia platform. However, accurately measuring the actual impact of GPL Cicil on users' overall spending poses challenges due to various factors. These include the complexity of analyzing data across multiple payment options and the presence of confounding variables, which make it difficult to accurately assess the impact of GPL Cicil. Therefore, it is crucial to identify effective measurement strategies that can overcome these challenges and provide a more accurate understanding of the impact of the buy now pay later product on users' spending habits in the e-commerce domain. To address this challenge, the Downstream Impact (DSI) estimation methodology comes into play. The main objective of this approach is to answer the following question: "How do GPL Cicil users behave in terms of transaction payment value (TPV) spent compared to users who did not adopt GPL Cicil?" The GPL Cicil Product, with its array of benefits, has the capacity to boost the total payment volume (TPV) spent by users on Tokopedia. This increase in spending can be quantified and measured through a comprehensive downstream impact calculation, enabling us to evaluate the tangible effects and outcomes derived from the utilization of the GPL Cicil Product.

DSI Downstream Impact TPV towards GoPayLater Cicil User

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