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Evaluasi Dampak Literasi Keuangan, Literasi Digital, dan Tanggung Jawab Konsumen terhadap Perilaku Keputusan Pembayaran Cash on Delivery pada E-Commerce di Kalangan Generasi X, Milenial, dan Z
Abstract
Penelitian ini bertujuan menganalisis pengaruh literasi keuangan, literasi digital, dan tanggung jawab konsumen terhadap perilaku keputusan pembayaran Cash-on-Delivery (COD) pada Generasi X, Milenial, dan Generasi Z di Surakarta. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Data diperoleh melalui survei cross-sectional terhadap 170 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert lima poin dan dianalisis menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh positif dan signifikan terhadap perilaku keputusan pembayaran COD. Tanggung jawab konsumen juga berpengaruh positif dan signifikan, sedangkan literasi digital berpengaruh positif tetapi tidak signifikan. Temuan ini menunjukkan bahwa pemahaman keuangan dan tanggung jawab konsumen lebih berperan dalam membentuk perilaku pembayaran COD dibandingkan kemampuan digital. Penelitian ini memberikan implikasi bagi platform e-commerce untuk memperkuat edukasi keuangan dan membangun sistem transaksi COD yang mendorong perilaku konsumen yang lebih bijak dan bertanggung jawab.
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DOI: https://doi.org/10.17509/ijdb.v6i1.105144
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