Pengaruh Aktivitas Komunikasi dan Literasi Keuangan Digital Terhadap Perilaku Keuangan Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to analyze the influence of communication activities and digital financial literacy on the financial behavior of students at Universitas Sumatera Utara. The increasing phenomenon of students using online loans for consumptive needs, as well as the proliferation of pawnshops around the campus, indicates a tendency toward negative financial behavior. This research employs a quantitative approach using survey methods and a Likert-scale questionnaire as the research instrument. Theoretical frameworks used include the Theory of Reasoned Action (TRA), Diffusion of Innovations, Elaboration Likelihood Model (ELM), and extension communication theory. The study involved a total of 360 respondents. The research utilizes a correlational quantitative approach with multiple linear regression analysis. The partial test results show that communication activity has a significant influence on financial behavior, and digital financial literacy also shows a significant influence on financial behavior. The coefficient of determination test reveals that communication activities and digital financial literacy jointly influence financial behavior by 48.8%. The results of multiple linear regression analysis show the regression equation as Y = 9.420 + 0.179X, + 0.591X2. This means that a one-point increase in communication activities leads to an increase of 0.179 in financial behavior, and a one-point increase in digital financial literacy results in a 0.591 increase in financial behavior. Both jointly and partially, communication activity and digital financial literacy have a positive and significant influence on students' financial behavior. This study recommends strengthening digital-based educational communication strategies and enhancing financial literacy programs within the university environment.