PENGARUH PENGALAMAN BISNIS DAN SOSIAL TERHADAP PERILAKU FINTECH DIMEDIASI OLEH LITERASI KEUANGAN PADA UMKM KULINER DI JAKARTA BARAT

Nabila Putri Novianti; Ringke Dirdia; Farah Margaretha Leon

doi:10.35906/equili.v14i2.2527

PENGARUH PENGALAMAN BISNIS DAN SOSIAL TERHADAP PERILAKU FINTECH DIMEDIASI OLEH LITERASI KEUANGAN PADA UMKM KULINER DI JAKARTA BARAT

Nabila Putri Novianti, Ringke Dirdia, Farah Margaretha Leon

Abstract

ABSTRAK

UMKM merupakan topik mencarik pasca COVID-19 karena memiliki dampak luar biasa. Tingkat UMKM meningkat sebesar 1,52% pada tahun 2023. Hal ini menarik untuk di teliti dengan selanjutnya adanya penambahan variabel baru yaitu pengaruh sosial sebagai variabel independen merupakan bagian kebaruan dari penelitian ini. Penelitian ini bertujuan untuk menganalisis adopsi perilaku keuangan digital memiliki peran dalam mempengaruhi adopsi perilaku keuangan digital dengan literasi keuangan digital sebagai mediasi pada UMKM kuliner di Jakarta Barat. Metode yang digunakan dalam penelitian ini metode kuantitatif dengan pengambilan sampel yang digunakan adalah purposive sampling dan diperoleh sampel sebesar 223 responden. Penelitian ini menggunakan metode regresi linear berganda dengan bantuan dari program Ordinary Least Square (OLS). Hasil penelitian ini menemukan bahwa pengalaman bisnis, perilaku sosial, literasi keuangan digital, perilaku keuangan digital berpengaruh positif terhadap adopsi perilaku keuangan digital. Namun pengetahuan keuangan digital, sikap keuangan digital tidak berpengaruh dalam memediasi hubungan niat berperilaku adopsi perilaku fintech. Implikasi untuk UMKM adalah untuk dapat meningkatkan adopsi perilaku keuangan digital maka perlu adanya dukungan teknis dalam pembayaran dan diperlukan inovasi baru agar UMKM tidak merasa kesulitan dalam menggunakan keuangan digital. Pemerintah diharapkan dapat meningkatkan pelatihan dalam penggunaan keuangan digital dan pengaruh sosial yang dapat mempengaruhi orang sekitar dalam menggunakan keuangan digital.

ABSTRACT

MSMEs have been a popular topic in the post-COVID-19 search due to their significant impact. The MSME sector increased by 1.52% in 2023. This is interesting to further examine with the addition of a new variable, social influence, as an independent variable, which represents a novelty in this study. This study aims to assess the role of digital financial behavior in influencing the adoption of digital financial behavior, with digital financial literacy as a mediator in culinary MSMEs in West Jakarta. This study employed a quantitative method with a purposive sampling technique, obtaining a sample of 223 respondents. The data was analyzed using multiple linear regression with the assistance of the Ordinary Least Square (OLS) program. The findings of this research indicate that business experience, social influence, digital financial literacy, and digital financial behavior have a positive effect on the adoption of digital financial behavior. However, digital financial knowledge and digital financial attitude were not found to mediate the relationship between the intention to adopt fintech behavior. The implication for SMEs is that to increase the adoption of digital financial behavior, technical support for payments and new innovations are needed so that SMEs do not find it difficult to use digital finance. The government is expected to enhance training in the use of digital finance and leverage social influence to encourage its adoption among the community.

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