PENGARUH LITERASI KEUANGAN TERHADAP ONLINE SHOP PERFORMANCE DENGAN LOVE OF MONEY SEBAGAI MODERATOR

THE INFLUENCE OF FINANCIAL LITERACY ON THE ONLINE SHOP PERFORMANCE WITH LOVE OF MONEY AS A MODERATOR

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh financial knowledge, attitude, dan behavior terhadap online shop performance dengan love of money sebagai moderator. Deskriptif kuantitatif digunakan sebagai metode penelitian dan data primer diperoleh dari penyebaran survei pada 100 young entrepreneurs di Jawa Timur. Data penelitian dianalisis menggunakan analisis regresi berganda dan moderasi melalui aplikasi Statistik IBM SPSS 26. Hasil penelitian menunjukkan adanya pengaruh financial knowledge, attitude, dan behavior terhadap online shop performance secara simultan namun, hanya financial behavior yang berpengaruh signifikan serta love of money yang hanya memoderasi pengaruh financial behavior terhadap online shop performance. Hasil ini menegaskan pentingnya literasi keuangan dan dukungan berbagai pihak untuk meningkatkan literasi keuangan melalui pendidikan atau pelatihan keuangan bagi young entrepreneurs.

Kata kunci: financial knowledge, financial attitude, financial behavior, love of money, online shop performance.

This research aimed to test and analyze the influence of financial knowledge, attitude, and behavior on online shop performance with love of money as a moderator. Quantitative descriptive was used as research method and primer data was obtained by distributing surveys to 100 young entrepreneurs in East Java. Research data was analyzed using multiple and moderated regression analysis through IBM SPSS Statistics 26 application. The result show the influence of financial knowledge, attitude, and behavior on the online shop performance simultaneously however, only financial behavior that show a significant influence and thus love of money is only able to moderate the influence of financial behavior on the online shop performance. These results emphasize the importance of financial literacy and various parties support regarding to increase financial literacy through financial education or training for young entrepreneurs.

Key words: financial knowledge, financial attitude, financial behavior, love of money, online shop performance.