The Effect Of Financial Literacy And Digital Payment On Tiktokshop Online Shopping Consumer Behavior(Case Study On Students Of The Faculty Of Economics And Business, University Of Jambi, Class 2021-2024)
DOI:
https://doi.org/10.62205/kzrjak24Keywords:
Financial Literacy, Digital Payment, Consumptive BehaviorAbstract
This study aims to examine the effect of financial literacy and digital payment on the consumer behavior of TiktokShop online shopping in students of the Management Study Program, Faculty of Economics and Business, University of Jambi, class of 2021-2024. This study uses a quantitative approach by determining the number of samples in this study as many as 100 respondents with the sampling technique used probability sampling technique, namely the Proportionate Stratified random sampling technique. The data used are primary data obtained through a digital questionnaire, namely a Google form with a 4-point Likert scale. The data analysis method used in this study is PLS (Partial Least Square) and is processed using SmartPLS 3 Software. The results of this study indicate that financial literacy has a positive and significant effect on consumer behavior and the use of digital payment has a positive and significant effect on consumer behavior
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