THE EFFECTIVENESS OF FINANCIAL CONTENT ON YOUTUBE TOWARDS FINANCIAL LITERACY, FINANCIAL BEHAVIOR, AND HOW IT INFLUENCES GENERATION Z FINANCIAL DECISIONS IN INDONESIA DURING PANDEMIC

• Main Author: Kurniawan, Dheny
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68861
• Institution: Institut Teknologi Bandung

During the covid-19 pandemic, many people have been required to do physical distancing and work from home. At the same time, this pandemic gives us more space and time to learn and explore new things, especially in terms of finance. Every individual needs good financial literacy. financial behavior, and financial decision to manage limited resources for their welfare. The use of digital technology like social media will make it easier for someone to access financial products and services. Youtube is currently the most widely used video-based social media network worldwide and in Indonesia. The largest group of internet and social media users in Indonesia are members of Generation Z. The purpose of this research is to find out whether financial content on Youtube will be effective (using 3 variables, namely entertainment value, information value, and source credibility) in influencing the viewer's financial literacy, financial behavior, and financial decision of Generation Z in Indonesia during a pandemic. This research use a quantitative approach to collect the data by conducting the survey method. The researcher set 600 respondents of Generation Z from various islands in Indonesia who have watched Youtube content about finance in the last 2 months. While to analyze the relationship between variables was use descriptive statistics and PLS-SEM. According to this study, 27.67% have a high level of financial literacy, 32.83.39% have a moderate level of financial literacy, and 39.50% have a low level of financial literacy. The average score of financial literacy is 68.23% which means moderate financial literacy. There are also differences in financial literacy by gender, with male respondents having a higher level of financial literacy than female respondents. Respondents who come from the island of Java have a higher financial literacy level than outside the island of Java. In addition, the higher the monthly income, previous level of education, and the amount of financial content watched on YouTube, the higher the level of financial literacy. According to the PLS-SEM analysis, generation Z' financial literacy has a positive and significant effect on their financial behavior and financial decision. Likewise, financial behavior has a positive and significant effect on financial decisions. Additionally, the researcher discovered that information value has a positive and significant effect on financial literacy. Then, entertainment value has a positive and significant effect on financial behavior. Last, source credibility does not significant effect on financial literacy or financial behavior. The findings of this study might help the content creator to maintain the quality and satisfaction of financial content for education on Youtube.