PENGARUH DIGITAL FINANCIAL LITERACY, NORMA SOSIAL, PERCEIVED TRUST, DAN PERCEIVED EASE OF USE TERHADAP MINAT P2P LENDING PADA GENERASI Z DENGAN RISK AVERSION SEBAGAI MODERASI

Authors

Ni Putu Citra Ratna Dewi Universitas Pendidikan Nasional
Putu Sri Arta Jaya Kusuma Universitas Pendidikan Nasional

DOI:

Keywords:

Digital Financial Literacy, Norma Sosial, Perceived Trust, Perceived Ease of Use, Risk Aversion, Minat P2P Lending, Generasi Z

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Financial Literacy, Norma Sosial, Perceived Trust, dan Perceived Ease of Use terhadap minat Generasi Z dalam menggunakan layanan P2P lending dengan Risk Aversion sebagai variabel moderasi. Penelitian dilakukan di Denpasar dengan responden Generasi Z berusia 18–28 tahun yang aktif menggunakan perangkat digital dan pernah atau memiliki minat terhadap P2P lending. Sampel berjumlah 385 responden yang ditentukan menggunakan rumus Lemeshow. Data primer dikumpulkan melalui kuesioner daring dan dianalisis menggunakan pendekatan kuantitatif dengan metode PLS-SEM. Hasil penelitian menunjukkan bahwa Digital Financial Literacy berpengaruh negatif signifikan terhadap minat P2P lending. Sebaliknya, Norma Sosial, Perceived Trust, dan Perceived Ease of Use berpengaruh positif signifikan, dengan Perceived Ease of Use menjadi faktor paling dominan. Risk Aversion juga berpengaruh positif signifikan terhadap minat P2P lending. Sebagai variabel moderasi, Risk Aversion memperkuat pengaruh Digital Financial Literacy namun memperlemah pengaruh Norma Sosial terhadap minat P2P lending, serta tidak memoderasi hubungan Perceived Trust dan Perceived Ease of Use. Temuan ini menunjukkan bahwa minat Generasi Z terhadap P2P lending dipengaruhi oleh faktor psikologis, perseptual, dan kemampuan individu dalam mengelola risiko.

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