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All Journal MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Anisah
Batanghari University
Economics, Econometrics & Finance

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The Influence of Electronic Word of Mouth and Financial Literacy on Digital Banking Product Purchase Decisions Amilia Paramita Sari; Anisah
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 3 No. 3 (2025): Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v3i3.1626

Abstract

This research aims to investigate the influence of E-WOM (electronic word of mouth) and financial literacy on the purchasing decisions of digital banking products with a case study on state-owned banks in Indonesia during the period 2022-2024. As many as 100 respondents who are users of digital banking products from state-owned banks (BUMN) were sampled in this study. The method used is multiple regression analysis to test the relationship between independent variables (E-WOM and financial literacy) and the dependent variable (purchase decision). The research results show that both variables, namely E-WOM and financial literacy, have a significant positive influence on the purchase decisions of digital banking products. Moreover, E-WOM and financial literacy mutually reinforce each other in influencing consumer purchase decisions. This research provides practical implications for state-owned banks to leverage positive consumer reviews and enhance customers' financial literacy as a strategy to increase the adoption of digital banking products. These findings also contribute to the understanding of the factors influencing purchasing decisions in the context of digital banking in Indonesia.
Co-Authors Amilia Paramita Sari