The Influence of Financial Attitude and Digital Financial Literacy on Shopping Interest Through E-Commerce O2O (Online to Offline): A Case Study of Accounting Students at University of Mataram

One type of e-commerce that is commonly encountered is Online to Offline (O2O). The Online to Offline (O2O) business model that is well-known among the public is Grab as the largest O2O food delivery service provider in Indonesia in 2023 with a market share of 57%. Even though it has a large market share, a person's shopping interest through Grab food delivery O2O certainly varies. This interest will be seen from the financial attitude and digital financial literacy factors that students have. This type of research is associative with a quantitative approach. The sample in this study is 100 S1 Accounting students of the Faculty of Economics and Business, University of Mataram class of 2021-2024. The study results show that the variable of digital financial literacy has a more dominant influence on shopping interest than financial attitudes. This is shown by a regression coefficient of 75,4% which means that digital financial literacy has an influence of 75,4% on shopping interest. It can be concluded that the variables of financial attitudes and digital financial literacy affect shopping interest in using Grab food delivery services, both partially and simultaneously