Eudearly Angela Jansye Primary Author mixed material bibliography en English

Text

This study investigates how Digital Community Marketing (DCM) and constructs from the Theory of Planned Behavior (TPB) influence the financial decision-making of Indonesian millennials within the Sobat Sandwich community. DCM is modeled through engagement, value sharing, and storytelling, while TPB is represented by attitude, subjective norms, and perceived behavioral control. Data were collected from community members and analyzed using SmartPLS to evaluate both the measurement and structural models. The findings reveal that engagement significantly predicts DCM, and DCM itself significantly enhances financial decision-making. However, value sharing, storytelling, and TPB constructs showed no significant effects. These results highlight the central role of active engagement in digital communities, suggesting that in emerging economy contexts, direct participation matters more than normative or attitudinal factors. The study contributes to international discourse by offering evidence from Indonesia on how digital communities can foster financial literacy and support behavioral change among younger generations. Keyword: Digital Community Marketing (DCM), Financial Decision-Making, Theory of Planned Behavior (TPB), Engagement, Millennials Marketing Communication 2025 Scientific Publication Eudearly Angela Jansye Dr. Andre Ikhsano, M.Si. NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.031.25 S102724SP Hanya Tersedia Softcopy S1.MKT.031.25 sampul_skripsi.jpeg.jpeg 9599 2025-12-23 09:56:52 2025-12-29 10:26:24 machine generated