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The Role of Digital Community Marketing in Enhancing Financial Decision-Making among Indonesian Millennials through 'Sobat Sandwich' Community

Author

Listed:
  • Eudearly Angela Jansye

    ("LSPR Communication & Business Institute, Sudirman Park Campus, 10220, Jakarta Pusat, Indonesia " Author-2-Name: Andre Ikhsano Author-2-Workplace-Name: "LSPR Communication & Business Institute, Sudirman Park Campus, 10220, Jakarta Pusat, Indonesia " Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - This study explores how digital community marketing (DCM) enhances financial decision-making among Indonesian millennials within the Sobat Sandwich community, a peer-based platform for individuals juggling dual family responsibilities. Methodology/Technique - Using a structured survey of 116 members aged 25–40, this study applied PLS-SEM to examine DCM components (engagement, value sharing, storytelling) and theory of planned behavior (TPB) constructs (attitude, subjective norms, perceived behavioral control). Findings - Engagement and value sharing significantly strengthen DCM, while storytelling, attitude, and perceived behavioral control do not show a significant effect. DCM positively influences financial decision-making, mainly through collective norms, with subjective norms playing a key role in a collectivist context. Novelty - This study contributes to marketing and behavioral finance by shifting from traditional one-way financial education to a community-driven model tailored to Indonesia's sandwich generation. Type of Paper - Empirical"

Suggested Citation

  • Eudearly Angela Jansye, 2025. "The Role of Digital Community Marketing in Enhancing Financial Decision-Making among Indonesian Millennials through 'Sobat Sandwich' Community," GATR Journals jmmr350, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr350
    DOI: https://doi.org/10.35609/jmmr.2025.10.3(2)
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance

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