Tinjauan Literatur: Pengaruh Branding dan Impulsive Buying di Era Digital terhadap Manajemen Keuangan Pribadi
DOI:
https://doi.org/10.61722/jaem.v3i2.10597Keywords:
Branding, Impulsive Buying, Consumer Behavior, Digital Era, Personal Financial Management., Tinjauan Literatur: Pengaruh Branding dan Impulsive Buying di Era Digital terhadap Manajemen Keuangan PribadiAbstract
The development of the digital ecosystem has shifted the paradigm of consumer behavior from fulfilling functional needs to fulfilling emotional and symbolic needs. The phenomenon of aggressive branding and ease of transactions triggers high levels of impulsive buying among consumers. This study aims to analyze how branding strategies and digital marketing stimuli trigger impulsive buying, as well as their impact on consumers' personal financial management. Using a literature review method based on various recent empirical studies, it was found that brand attachment, social media engagement, flash sales, and the ease of digital payment systems significantly trigger a loss of consumer self-control. This failure of behavioral control adversely affects personal financial management, manifesting in the form of financial anxiety, credit card debt accumulation, and decreased well-being. This study recommends the importance of improving financial literacy as a mitigation instrument in the digital era.
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