The Effect of Financial Literacy, Financial Technology, and Digital Promotion on Online Purchasing Decisions in the Covid-19 Pandemic Era
Year: 2020
Type: conference-paper
Study design: Observational Study
Abstract: Covid-19 pandemic has a broad impact on the habits of the community, especially for students and housewives in fulfilling their needs.Government recommendations to comply with health protocols with social restrictions cause them to prefer shopping online.Some factors that are thought to influence online shopping decisions are financial literacy, financial technology, and digital promotion.This study aims to examine the effect of financial literacy, financial technology, and digital promotion on online purchasing decisions in the co-19 era pandemic.This type of research is quantitative research.The research population is the online shopping user community in Surabaya, aged between 20-40 years.The research sample in this study were 110 people consisting of students and housewives.Data collection techniques in the form of questionnaires and tests.Data analysis techniques using multiple regression.The results showed that financial literacy has a partial effect on online purchasing decisions as evidenced by a sign value of 0.001 <0.05, financial technology has a partial effect on online purchase decisions as evidenced by a sign value of 0.013 <0.05, digital promotions have a partial effect on online purchases as evidenced by the sign value.0.00 <0.05.Simultaneously, financial literacy, financial technology, and digital promotion influence online purchasing decisions as evidenced by a sign value of 0.00 <0.05.
Authors: Susanti, Han T. Hardini, Moh. D. Bahtiar
Institution: Universitas Negeri Surabaya
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Funder: Universitas Surabaya
OpenAlex ID: W3111178454