Efektivitas Digital Nudging pada Aplikasi M-Banking dalam Mendorong Perilaku Hemat
DOI:
https://doi.org/10.30998/sosioekons.v18i2.4177Keywords:
Digital Nudging, mobile banking, Perilaku HematAbstract
Perkembangan layanan mobile banking telah memberikan kemudahan bagi masyarakat dalam melakukan transaksi keuangan secara cepat, praktis, dan real-time. Namun, kemudahan tersebut juga berpotensi mendorong perilaku konsumtif karena pengguna dapat melakukan transaksi secara instan tanpa pertimbangan yang matang. Dalam konteks ini, digital nudging menjadi pendekatan penting untuk mengarahkan perilaku pengguna melalui fitur aplikasi seperti notifikasi, pengingat, goal setting, framing, dan gamification tanpa membatasi kebebasan memilih. Penelitian ini bertujuan untuk menganalisis efektivitas digital nudging pada aplikasi m-banking dalam mendorong perilaku hemat pengguna. Data dalam penelitian ini dikumpulkan melalui survei dan dianalisis menggunakan pendekatan kuantitatif. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling dengan kriteria pengguna m-banking, pernah bertransaksi dalam tiga bulan terakhir, dan berusia 17–35 tahun. Data dianalisis menggunakan uji validitas, uji reliabilitas, statistik deskriptif, dan regresi linear sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa seluruh item instrumen valid dan reliabel, dengan nilai Cronbach’s Alpha sebesar 0,924 untuk variabel Digital Nudging dan 0,944 untuk variabel Perilaku Hemat. Hasil deskriptif menunjukkan Digital Nudging berada pada kategori tinggi dengan mean 4,18, sedangkan Perilaku Hemat berada pada kategori tinggi dengan mean 4,00. Hasil regresi menunjukkan bahwa Digital Nudging berpengaruh positif dan signifikan terhadap Perilaku Hemat dengan koefisien regresi 1,131, signifikansi 0,000, dan nilai R Square 0,721. Dengan demikian, digital nudging pada aplikasi m-banking terbukti efektif dalam mendorong perilaku hemat pengguna.
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Copyright (c) 2026 Silvy Windha Mediaswari, Abdul Gani Laraga, Mohamad Rinaldi Djakaria, Ansar Sahabi, Rahman Erama (Author)
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