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All Journal BISMA (Bisnis dan Manajemen) Bandung Conference Series: Accountancy
Nadiyah Rahmani, Annisa
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Pemahaman Literasi Keuangan dan Kualitas Layanan Pay Later terhadap Keputusan Penggunaan Pay Later pada Generasi Z Salum Cantika Putri; Nurhayati, Nunung; Nadiyah Rahmani, Annisa
Bandung Conference Series: Accountancy Vol. 4 No. 2 (2024): Bandung Conference Series: Accountancy
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsa.v4i2.15315

Abstract

Abstract.This study aims to determine the effect of understanding financial literacy and pay later service quality on the decision to use pay later in generation Z (Case Study of UNISBA Students). This research uses descriptive and verification methods. The sampling technique used probability sampling techniques with a proportionate stratified random sampling technique approach. Respondents amounted to 185 students of the Islamic University of Bandung Class Year 2020 - 2023. Hypothesis testing in this study is using Partial Least Square with the help of the SmartPLS 4.0 software application. Based on the results of tests conducted in this study, the results show that Understanding Financial Literacy and Pay Later Service Quality has a positive and significant effect on the Decision to Use Pay Later. The findings of this study indicate that good financial literacy allows students to manage finances more wisely and make optimal use of pay later, and good service quality increases user satisfaction and trust, thus encouraging students to take out pay later loans. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh pemahaman literasi keuangan dan kualitas layanan pay later terhadap keputusan penggunaan pay later pada generasi Z (Studi Kasus Mahasiswa UNISBA). Penelitian ini menggunakan metode deskriptif dan verifikatif. Teknik pengambilan sampel menggunakan teknik probability sampling dengan pendekatan teknik proportionate stratified random sampling. Responden berjumlah 185 Mahasiswa Universitas Islam Bandung Tahun Angkatan 2020 – 2023. Pengujian hipotesis pada penelitian ini yaitu menggunakan Partial Least Square dengan bantuan aplikasi perangkat lunak SmartPLS 4.0. Berdasarkan hasil pengujian yang dilakukan pada penelitian ini, hasilnya menunjukan bahwa Pemahaman Literasi Keuangan dan Kualitas Layanan Pay Later berpengaruh positif dan signifikan terhadap Keputusan Penggunaan Pay Later. Hasil temuan penelitian ini menunjukan bahwa literasi keuangan yang baik memungkinkan mahasiswa untuk mengelola keuangan dengan lebih bijak dan memanfaatkan pay later secara optimal, serta kualitas layanan yang baik meningkatkan kepuasan dan kepercayaan pengguna sehingga mendorong mahasiswa untuk mengambil pinjaman pay later.
Customer engagement on live streaming: a socio-technical approach Nugraha, Yudha Dwi; Nadiyah Rahmani, Annisa; Khumairah, Khumairah; Mustiko Aji, Hendy
BISMA (Bisnis dan Manajemen) Vol. 17 No. 1 (2024)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v17n1.p107-128

Abstract

Technological advancements impact the e-commerce business landscape and give rise to live streaming shopping. This study, using a socio-technical approach, aims to investigate the relationship between interaction, emotional attachment, synchronicity, platform attachment, visit duration, and customer engagement. The data was collected using an online survey of 111 users. The Structural Equation Model was employed to evaluate five hypotheses. The results indicate that interaction has a positive and significant relationship with emotional attachment. However, this study found that there was no significant relationship between synchronicity and platform attachment. Furthermore, the study proved a positive and significant relationship between emotional attachment and visit duration. The study also found a positive and significant relationship between platform attachments and visit duration. Finally, visit duration has a positive and significant effect on customer engagement. This study adds to the existing literature on customer engagement and marketing by utilising a socio-technical approach to identify the factors that influence customer engagement on TikTok Shop. In the practical context, a live streaming platform can enhance customer engagement among Indonesian consumers by extending their visit duration on the TikTok Shop platform. They can also maximise emotional attachment by focusing on optimising the interaction between streamers and viewers. In terms of social benefits, consumers have a variety of live shopping platforms to choose from. TikTok Shop serves as a bridge to overcome the need for physical interaction between consumers, products, and sellers.
Co-Authors khumairah, khumairah Mustiko Aji, Hendy Nunung Nurhayati Salum Cantika Putri Yudha Dwi Nugraha