Pengaruh E-WOM, Literasi Keuangan, dan Kontrol Diri Keuangan terhadap Perilaku Pembelian Layanan Subscription Berbayar Gen Z

Abstract

Pergeseran konsumsi Gen Z ke layanan subscription digital berisiko memicu pengeluaran berulang tidak terkendali. Penelitian ini menganalisis pengaruh electronic word of mouth (E-WOM), literasi keuangan, dan kontrol diri keuangan mempengaruhi perilaku pembelian layanan subscription berbayar Gen Z. Penelitian ini menggunakan metode cross-sectional study dengan mengumpulkan data dari 221 responden Gen Z di Indonesia secara daring melalui kuesioner. Data tersebut kemudian dianalisis menggunakan SPSS 25 dan SEM-PLS 3. Hasil penelitian menunjukkan bahwa E-WOM dan literasi keuangan berpengaruh positif signifikan terhadap perilaku pembelian layanan subscription, sedangkan kontrol diri keuangan tidak berpengaruh. Selain itu, literasi keuangan berpengaruh positif terhadap kontrol diri keuangan, tetapi E-WOM tidak berpengaruh terhadap kontrol diri keuangan. Oleh karena itu Gen Z perlu meningkatkan kemampuannya dalam menyaring informasi E-WOM dengan rasional, meningkatkan literasi keuangan agar bisa mengevaluasi layanan digital secara berkala untuk mengurangi risiko finansial di masa depan.

Gen Z's shift in consumption to digital subscription services risks triggering uncontrollable recurring spending. This study analyzes the influence of electronic word of mouth (E-WOM), financial literacy, and financial self-control on the purchase behavior of paid subscription services of Gen Z. This study uses a cross-sectional study method by collecting data from 221 Gen Z respondents in Indonesia online through a questionnaire. The data was then analyzed using SPSS 25 and SEM-PLS 3. The results of the study showed that E-WOM and financial literacy had a significant positive effect on subscription service purchase behavior, while financial self-control had no effect. In addition, financial literacy has a positive effect on financial self-control, but E-WOM has no effect on financial self-control. Therefore, Gen Z needs to improve their ability to filter E-WOM information rationally, improve financial literacy so that they can evaluate digital services regularly to reduce financial risks in the future.