PENGARUH DIGITAL MARKETING DAN LITERASI KEUANGAN TERHADAP PERILAKU BELANJA IMPULSIF MAHASISWA JURUSAN PENDIDIKAN EKONOMI
DOI:
https://doi.org/10.51878/social.v6i4.15885Keywords:
Digital Marketing, Literasi Keuangan, Perilaku Belanja ImpulsifAbstract
The rapid growth of the e-commerce ecosystem facilitates seamless transactions while concurrently triggering spontaneous consumer spending among educated youths. This study aims to examine the effects of digital marketing and financial literacy on the impulsive buying behavior of students in the Economic Education Department, Universitas Negeri Gorontalo, Class of 2023. An associative quantitative approach was employed with a total sampling technique involving 65 active students as respondents. Data were gathered through verified Likert-scale questionnaires and analyzed using multiple linear regression via SPSS version 20.0 at a 5% significance level. The results reveal that digital marketing exerts a positive and significant effect on impulsive buying behavior, confirming that intensive digital promotions induce unplanned purchases. Crucially, financial literacy also demonstrates a positive and significant effect, suggesting that high conceptual financial knowledge has not automatically translated into effective self-control during online shopping. Simultaneously, both independent variables contribute 45.8% to the variance in students' impulsive buying behavior. These findings highlight the urgency of restructuring financial literacy education toward practical behavioral applications, emphasizing personal budgeting discipline and critical assessments of digital advertising.
ABSTRAK
Perkembangan ekosistem niaga elektronik mempermudah akses transaksi namun sekaligus memicu kecenderungan konsumsi spontan di kalangan generasi muda terdidik. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan literasi keuangan terhadap perilaku belanja impulsif (impulsive buying behavior) pada mahasiswa Jurusan Pendidikan Ekonomi Universitas Negeri Gorontalo angkatan 2023. Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan teknik total sampling yang melibatkan 65 mahasiswa aktif sebagai responden. Data dikumpulkan menggunakan kuesioner berskala Likert yang telah teruji validitas dan reliabilitasnya, kemudian dianalisis menggunakan regresi linier berganda berbantuan SPSS versi 20.0 pada taraf signifikansi 5%. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap perilaku belanja impulsif, yang mengonfirmasi bahwa intensitas promosi digital memicu pembelian tanpa perencanaan. Secara mengejutkan, literasi keuangan juga menunjukkan pengaruh positif dan signifikan, yang mengindikasikan bahwa tingginya pemahaman konseptual keuangan belum bertransformasi menjadi pengendalian diri yang efektif saat berbelanja secara daring. Secara simultan, kedua variabel berpengaruh signifikan dengan kontribusi sebesar 45,8% terhadap variasi perilaku belanja impulsif mahasiswa. Temuan ini menegaskan pentingnya rekonstruksi pembelajaran literasi keuangan agar tidak berhenti pada tataran teoritis, melainkan berorientasi pada pembentukan disiplin anggaran dan evaluasi kritis terhadap promosi digital.
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