PERAN LITERASI KEUANGAN DAN DIGITAL MARKETING DALAM KEPUTUSAN PEMBELIAN ONLINE: STUDI MEDIASI KEPERCAYAAN KONSUMEN
DOI:
https://doi.org/10.32509/jmb.v5i1.5788Keywords:
Digital marketing, Kepercayaan konsumen, Keputusan pembelian, Literasi digital, Literasi keuanganAbstract
Dalam era digital yang kian mendalam menyentuh berbagai aspek kehidupan, keputusan konsumen dalam berbelanja online tidak hanya dipengaruhi oleh promosi dan harga, tetapi juga oleh pemahaman finansial serta tingkat kepercayaan terhadap platform digital. Penelitian ini bertujuan untuk mengkaji pengaruh literasi keuangan dan pemasaran digital terhadap keputusan pembelian online, dengan kepercayaan konsumen sebagai variabel mediasi. Melalui pendekatan kuantitatif dan penyebaran kuesioner online kepada 200 pengguna aktif e-commerce di wilayah Jabodetabek, data dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa baik literasi keuangan maupun digital marketing secara signifikan memengaruhi keputusan pembelian, baik secara langsung maupun tidak langsung. Kepercayaan konsumen berperan penting sebagai jembatan yang memperkuat hubungan antara eksposur pemasaran dan pengambilan keputusan. Temuan ini menegaskan pentingnya membangun strategi pemasaran yang tidak hanya kreatif, tetapi juga etis dan transparan, serta perlunya meningkatkan literasi keuangan di tengah masyarakat digital. Penelitian ini tidak hanya memperkaya ranah akademik, tetapi juga menyuarakan kebutuhan akan konsumen yang cerdas, kritis, dan bijak dalam mengarungi ekosistem belanja online yang terus berkembang.References
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