Pengaruh Literasi Keuangan dan Perilaku Konsumtif terhadap Perilaku Remaja dalam Belanja Online pada Bulan Ramadhan

Abstract

Kemajuan teknologi yang berkembang pesat menawarkan berbagai kemudahan dalam kehidupan, salah satunya berbelanja. Hadirnya platform belanja online memudahkan konsumen memenuhi kebutuhan termasuk pada Bulan Ramadhan. Bulan Ramadhan merupakan momen konsumen mengalami peningkatan belanja. Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan dan perilaku konsumtif terhadap perilaku remaja dalam belanja online di Bulan Ramadhan. Penelitian ini melibatkan 216 remaja yang berusia 18-24 tahun dan pernah melakukan belanja online dalam kurung waktu tiga bulan terakhir sebelum penelitian. Analisis SEM-PLS menunjukkan hanya perilaku konsumtif yang berpengaruh langsung positif terhadap perilaku belanja online di Bulan Ramadhan. Literasi keuangan tidak berpengaruh langsung kepada perilaku belanja online, namun secara tidak langsung berpengaruh melalui perilaku konsumtif. Semakin tinggi literasi keuangan remaja akan menurunkan perilaku konsumtif dan menurunkan perilaku belanja online. Literasi keuangan yang baik, membantu remaja mengelola anggaran belanja sehingga tidak membeli barang diluar kebutuhan.

Advances in technology that are growing rapidly in any human life, one of them is in terms of online shopping. It makes it convenience for consumers to fulfill their daily needs especially during Ramadan. Previous research has shown an increase in online shopping during Ramadan. The causes of the increase of Ramadan online shopping need to be investigated. This study was to analyze the influence of financial literacy and consumptive behavior on online shopping behavior on adolescents during Ramadan. This study involved 216 respondents aged 18-24 years who had done online shopping in the last three months. The analysis of the SEM-PLS model shows that only consumptive behaviour has a direct positive effect on online shopping behaviour during Ramadan. Financial literacy does not directly affect online shopping behaviour, but indirectly influences through consumptive behaviour. The higher financial literacy of adolescents will reduce consumptive behavior and decrease online shopping behavior. financial literacy helps adolescents manage their budget so they don't buy things outside their needs.