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All Journal Sanitas: Journal of Health, Medical, and Psychological Studie Optimal: Jurnal Ekonomi dan Manajemen
Abdiel Reihan
Politeknik Negeri Jakarta
Health Professions Medicine & Pharmacology

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Determinasi Financial Planning dan Financial Stress terhadap Perilaku Peminjaman Ulang di Kalangan Generasi Muda Pengguna P2P Lending: Perspektif Psikologi Keuangan Abdiel Reihan; Ratri Kurniasari; Iis Mariam
Journal of Health, Medical, and Psychological Studies Vol 1 No 1 (2025): August: Sanitas: Journal of Health, Medical, and Psychological Studies
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

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Abstract

This study investigates how financial planning and financial stress influence repeated borrowing behaviour among young users of Peer-to-Peer (P2P) lending platforms through a psychological finance perspective. The research aims to measure the impact of individual financial planning and perceived financial stress on continuance intention to borrow among borrowers aged 19–34 in Depok. Data were collected through a cross-sectional survey of 100 purposively selected active P2P borrowers, using multi-item Likert scales to assess each construct. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to examine both measurement and structural models. The results demonstrated satisfactory reliability and validity (AVE > 0.50; composite reliability > 0.90) with substantial explanatory power (R² = 0.659). Financial planning exhibited a negative effect (β = −0.416, p < 0.001), while financial stress showed a positive effect (β = 0.470, p < 0.001) on continuance intention to borrow. These findings highlight the dual psychological mechanisms of rational control and emotional pressure driving repeated borrowing, suggesting the need for financial education and stress-coping programs within P2P lending ecosystems.
Pemanfaatan Key Opinion Leader (KOL) Brand Scarlett Whitening dalam Pemasaran Digital Pada Generasi Z Erwin Permana; Abdiel Reihan; Alvito Daffa Gustyo; Syamsurizal Syamsurizal
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 3 (2024): September: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i3.3735

Abstract

In facing the rapidly developing digital era, Scarlett Whitening has succeeded in combining traditional business principles with digital marketing methods. One important approach taken is through collaboration with Key Opinion Leaders (KOL) on various social media platforms, such as Instagram and TikTok. With appropriate KOL support, Scarlett Whitening succeeded in reaching generation Z, its main target market, with a more personal approach and in line with brand needs. This research aims to analyze the use of KOL brand Scarlett whitening in Generation Z. The research was conducted using a descriptive qualitative approach. Research data comes from search results in various digital databases and literature reviews. The research results show that by utilizing Key Opinion Leaders (KOL) in digital marketing strategies, Scarlett Whitening has succeeded in aligning the use of KOLs in its digital marketing strategy, such as through collaboration with KOLs who have significant influence and reach among the younger generation. The selected KOLs are not only popular because of their large number of followers, but also the content they present is of high quality and suits the interests and needs of the target market. Scarlett Whitening's main target market is teenagers aged 15-34 years, namely Generation Z, who have a tendency to be very familiar with digital technology. With a more personal approach and in line with the needs of the target market, Scarlett Whitening has succeeded in reaching generation Z with quality content that suits the interests and needs of the target market. The content produced by KOL for Scarlett Whitening often contains product reviews, usage tutorials, and testimonials from consumers. Through this content, information about the quality, safety and effectiveness of the Scarlett Whitening brand can be conveyed in an authentic and convincing way to potential consumers.
Co-Authors Alvito Daffa Gustyo Erwin Permana Iis Mariam Kurniasari, Ratri Syamsurizal - -