Analysis of Factors That Influence Consumer Behavior in Central Java

Liana Ashari Ramadhani, Edi Susilo, Khadafi Arsyaf

Abstract


Technological advancements and the transition from traditional to online shopping have profoundly impacted consumer behavior. The availability of various online marketplace platforms has transformed shopping habits, modified purchasing trends, and shaped overall consumption decisions. This study seeks to examine the influence of income, Islamic financial literacy, and social media on consumer behavior among individuals in Central Java. Employing a quantitative approach, data were collected through a questionnaire from the population of Central Java. Simple Random sampling was utilized to obtain a research sample comprising 186 respondents. The independent variables include income (X1), Islamic financial literacy (X2), and social media (X3), while the dependent variable is consumer behavior (Y). Analysis was conducted using the SmartPLS software, involving both the structural model (inner model) and the measurement model (outer model). Findings reveal that Islamic financial literacy and social media significantly impact consumer behavior, whereas income shows no significant effect. The coefficient of determination (Adjusted R Square) stands at 0.702 or 70%, indicating that income (X1), Islamic financial literacy (X2), and social media (X3) collectively influence 70% of consumer behavior, leaving the remaining 30% influenced by unexplored factors.


Keywords


Income, Islamic Financial Literacy, and Social Media

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References


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DOI: http://dx.doi.org/10.21927/jesi.2024.14%20(1).213-229

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