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All Journal Asia-Pacific Management and Business Application
Putri Amalia
Faculty of Communication and Business, Telkom University, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Asia-Pacific Management and Business Application

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How does the Theory of Planned Behavior Mediate The Relationship Between Financial Literacy And Impulse Buying on Live Selling Platforms? Putri Amalia; Sita Deliyana Firmialy
APMBA (Asia Pacific Management and Business Application) Vol 12, No 3 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.012.03.2

Abstract

Live-streaming platforms allow for direct communication between merchants and consumers, serving as a promotional platform. Using the Theory of Planned Behavior as a mediating variable, this study seeks to determine how financial literacy affects impulse buying among Indonesian consumers from the Millennial Generation and Generation Z. This study employed a quantitative research methodology and administered questionnaires to 100 individuals. The questionnaire responses were analyzed using the SEM-PLS analysis method with the Smart PLS 4.0 software. The findings of this study indicate that financial literacy has a notable and meaningful impact on Attitude and perceived behavioral control. Additionally, Attitude positively and significantly influences impulse buying behavior, while subjective norms shape this behavior. Moreover, perceived behavioral control positively and significantly influences impulse buying behavior. Furthermore, financial literacy indirectly affects impulse buying behavior through Attitude and perceived behavioral control as mediating variables.
Co-Authors Sita Deliyana Firmialy