Analisis Kemampuan Keuangan dan Adopsi Digital terhadap Keputusan Belanja Online Mahasiswa

Ainul Furkan, Tri Yuwono

Abstract


Perkembangan keputusan pembelian online di kalangan mahasiswa dewasa ini dipacu oleh pesatnya kemajuan teknologi digital, meningkatnya penetrasi internet, dan ketersediaan platform e-commerce yang mudah diakses, sehingga frekuensi pembelian, variasi kategori produk, dan kecenderungan dari intensi menuju kebiasaan berbelanja meningkat. Faktor-faktor teknis seperti kualitas aplikasi, kemudahan pembayaran digital,   ulasan pengguna teknologi, promosi, dan tingkat kepercayaan juga semakin menentukan tahap evaluasi dan keputusan akhir pembelian mahasiswa. Penelitian ini mengkaji pengaruh kemampuan finansial dan adopsi digital terhadap keputusan pembelian online mahasiswa STIE Wikara. Total 100 sampel diambil dari mahasiswa aktif menggunakan teknik purposive sampling dan dianalisis dengan SmartPLS 3.0. Hasil menunjukkan bahwa kemampuan keuangan dan adopsi digital berpengaruh signifikan terhadap keputusan pembelian online, baik  secara parsial maupun simultan. Temuan ini memberikan rekomendasi pada program edukasi kampus dan kebijakan pendukung untuk pengelolaan keuangan serta pemanfaatan teknologi digital oleh mahasiswa.


Keywords


adopsi digital, kemampuan finansial, keputusan belanja online

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References


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DOI: https://doi.org/10.31764/jabb.v6i2.35914

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