PENGARUH LITERASI KEUANGAN DIGITAL, PENGHASILAN, DAN GENDER TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMMERCE

Abstract

Abstrak: Tujuan penelitian ini untuk mengetahui pengaruh Literasi Keuangan Digital, Penghasilan, dan Gender terhadap Keputusan Pembelian Konsumen E-commerce. Penelitian ini menggunakan teknik survei dan pendekatan kuantitatif. Populasi penelitian yakni mahasiswa Jurusan Pendidikan Akuntansi 2017.

Teknik pengambilan sampel dilakukan dengan purposive random sampling. Ukuran sampel penelitian sebesar 100 responden dihitung dengan Pendekatan Yamane (1973). Data dikumpulkan dengan menyebar kuesioner online kepada responden yang ditentukan. Metode analisis data dilakukan dengan analisis regresi linear berganda.Hasil penelitian mengindikasikan: (1) Literasi Keuangan Digital berpengaruh signifikan dan positif terhadap keputusan pembelian konsumen melalui e-commerce, dibuktikan dengan nilai t sebesar 6,192, signifikansi 0,000, dan koefisien  regresi 0,662; (2) penghasilan tidak berpengaruh terhadap keputusan pembelian konsumen e-commerce, dibuktikan dengan nilai t sebesar 0,776, signifikansi 0,440, dan koefisien  regresi 1,096; (3) gender tidak berpengaruh terhadap keputusan pembelian konsumen e-commerce, dibuktikan dengan nilai t sebesar 1,012, signifikansi 0,314, dan koefisien regresi 0,936; (4) Literasi keuangan digital, penghasilan, dan gender secara simultan berpengaruh terhadap keputusan pembelian konsumen e-commerce, dibuktikan dengan F hitung sebesar 14,962, signifikansi 0,000, dan nilai R sebesar 0,564. Pengaruh literasi keuangan digital, penghasilan, dan gender terhadap keputusan pembelian konsumen melalui e-commerce sebesar 31,9%, sedangkan sebesar 68,1% dipengaruhi variabel lain.

Kata kunci: Literasi Keuangan Digital, Faktor Sosial, Keputusan Pembelian Konsumen E-Commerce

Abstract: This study is aimed to investigate the effect of Digital Financial Literacy, income, and gender toward e-commerce consumer’s purchasing decision. This research use survey and quantitive approach. The population of this research is students of Accounting Education Department 2017. Purposive random sampling was used as sampling method in this research. By using Yamane Approach (1973), the obtained sample size was 100 respondents. The datas were collected by sharing the online questionnaires to the determined respondents. Multiple linear regression analysis was used as data analysis method of this research. The results of this research indicated: (1) Digital Financial Literacy affects significantly and positively toward e-commerce consumer’s purchasing decision, it is proven by t value of 6,192, significant at 0,000, and regression coefficient at 0,662; (2) income doesn’t affect e-commerce consumer’s purchasing decision, it is proven by t value of 0,776, significant at 0,440, and regression coefficient at 1,096; (3) gender doesn’t affect e-commerce consumer’s purchasing decision, it is proven by t value of 1,012, significant at 0,314, and regression coefficient of 0,936; (4) Digital Financial Literacy, income, and gender affect simultaneously toward e-commerce consumer’s purchasing decision, it is proven by F statistic of 14,962, significant at 0,000, and R value of 0,564. The e-commerce consumer’s purchasing decision is affected by Digital Financial Literacy, income, and gender by 31,9%, meanwhile the remaining of 68,1% is affected by other variables.

Keywords: Digital Financial Literacy, Social Factors, E-commerce Consumer’s Purchasing Decision