The Impact of Digital Marketing, Financial Literacy, And Digital Literacy on Purchasing Intent for Online Products
##plugins.themes.bootstrap3.article.main##
Abstract
The swift advancement of technology has greatly influenced how humans engage with technology, leading to fundamental changes in communication and transactions. This has led to substantial prospects for the expansion of e-commerce in Indonesia. This study aims to elucidate the impact of digital marketing, financial literacy, and digital literacy on online product purchasing decisions. This study utilized an associative quantitative method utilizing structural equation modeling-partial least square (SEM-PLS). The study employed purposive sampling to choose a sample of 100 students from the Faculty of Economics and Business at Sumbawa University of Technology. Data is collected through a questionnaire distributed using a Google Form. The study shows that digital marketing, financial literacy, and digital literacy have a partial impact on the interest in purchasing things online. This highlights the significance of employing efficient digital marketing methods and consumers' comprehension of finance and information technology to enhance their inclination towards purchasing things online. Companies can boost their sales by prioritizing the enhancement of digital literacy and marketing expertise.
##plugins.themes.bootstrap3.article.details##
This work is licensed under a Creative Commons Attribution 4.0 International License.
An objective of the KBI is to promote the wide dissemination of the results of systematic scholarly inquiries into the broad field of business research. Permission is hereby granted to reproduce any of the contents of the journal for use in courses of instruction, as long as the source and “Kajian Bisnis Indonesia copyright” are indicated in any such reproductions. Written application must be made to the Managing Editor for permission to reproduce any of the contents of the journal for use in other than course of instruction—e.g., inclusion in books of readings or in any other publications intended for general distribution. In consideration for the grant of permission by the journal in such instances, the applicant must notify the author(s) in writing of the intended use to be made of each reproduction. Normally, the journal will not access a charge for the waiver of copyright. Except where otherwise noted in articles, the copyright of articles in the journal has been transferred to the KBI. Where the author(s) has (have) not transferred the copyright to the KBI, the applicant must seek a permission to reproduce (for all-purpose) directly from the author(s).
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.