PENGARUH LITERASI KEUANGAN DAN PROMOSI PENJUALAN TERHADAP PERILAKU KONSUMTIF MAHASISWA
DOI:
https://doi.org/10.61769/jabs.v4i2.472Abstract
ABSTRACT
In this highly developed era, it is very important for mankind to understand the importance of managing their finances wisely. Not only for those who are already working, but students also need to have high financial literacy. With the ease of obtaining information in this era, we can access everything through the internet. A great deal of knowledge can be obtained with just one click, including information on lucrative sales promotions offered by various sellers. If someone is not wise in managing their finances, then with the sales promotion offered, it can lead to waste and consumptive shopping. This study aims to see whether financial literacy and sales promotion affect the consumptive behavior of students. This study was conducted with a population of 105 students, varying from the 2016 to 2019 batch. The data from the sample was obtained directly from the respondents (primary data) through an online questionnaire. The data processing and analysis techniques used in this study were hypothesis testing and multiple linear regression analysis. The results of this study stated that financial literacy had no effect on the consumptive behavior of students. Meanwhile, sales promotion has a positive effect on student consumptive behavior. In addition, the two variables have a simultaneous or joint effect on the consumptive behavior of students by 20.61%.
Keywords: Financial Literacy, Sales Promotion, Consumptive Behavior.
ABSTRAK
Pada era yang sangat maju ini, sangat penting bagi umat manusia untuk mengerti pentingnya mengelola finansialnya dengan bijak. Tidak hanya bagi mereka yang sudah bekerja, namun mahasiswa juga perlu memiliki literasi keuangan yang tinggi. Dengan adanya kemudahan perolehan informasi pada zaman ini, maka segala sesuatu dapat kita akses melalui internet. Banyak sekali pengetahuan yang dapat diperoleh hanya dengan satu klik, termasuk informasi mengenai promosi-promosi penjualan yang menggiurkan yang ditawarkan oleh berbagai penjual. Apabila seseorang tidak bijak dalam mengelola keuangannya, maka dengan adanya promosi penjualan yang ditawarkan, dapat berujung pada pemborosan dan konsumtivitas dalam berbelanja. Penelitian ini bertujuan untuk melihat apakah literasi keuangan dan promosi penjualan berpengaruh terhadap perilaku konsumtif mahasiswa. Penelitian ini dilakukan dengan populasi 105 mahasiswa, bervariasi dari angkatan 2016 hingga 2019. Data dari sampel tersebut diperoleh secara langsung dari responden (data primer) melalui kuesioner online. Teknik pengolahan serta analisis data yang digunakan dalam penelitian ini adalah uji hipotesis serta analisis regresi linear berganda. Hasil dari penelitian ini menyatakan bahwa literasi keuangan tidak berpengaruh terhadap perilaku konsumtif mahasiswa. Sedangkan promosi penjualan berpengaruh secara positif terhadap perilaku konsumtif mahasiswa. Selain itu, kedua variabel tersebut berpengaruh secara simultan atau bersama-sama terhadap perilaku konsumtif mahasiswa sebesar 20,61%.
Kata kunci: Literasi Keuangan, Promosi Penjualan, Perilaku Konsumtif.
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