The Effect of Communication Activities and Digital Financial Literacy on the Financial Behavior of Students of the Universitas Sumatera Utara

This study aims to analyze the influence of communication activities and digital financial literacy on the financial behavior of students at Universitas Sumatera Utara. A quantitative approach was employed using survey methods and a Likert-scale questionnaire as the research instrument. The theoretical framework is based on the Theory of Reasoned Action (TRA), Diffusion of Innovations, the Elaboration Likelihood Model (ELM), and extension communication theory. The study involved a sample of 360 respondents. The partial test results show that communication activities have a significant influence on financial behavior, and digital financial literacy also has a significant effect on financial behavior. The coefficient of determination test reveals that communication activities and digital financial literacy together account for 48.8% of the variance in financial behavior.