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

According to Indonesia's Central Statistics Agency or Badan Pusat Statistika (BPS, 2020), approximately 67% of the population in Indonesia belongs to the "Sandwich Generation", individuals who financially support both older and younger family members while striving to maintain their own financial stability. Amidst the growing number of paid financial education classes offered by financial influencers, a unique initiative has emerged the Sobat Sandwich Community, a digital-based support network offering free access to financial education and peer support. This study aims to examine how digital community engagement influences financial decision-making and confidence among its members. It also seeks to explore the broader role of digital marketing strategies in fostering informal education and financial empowerment beyond conventional brand promotion. This research using the Theory of Planned Behavior (TPB) (Ajzen, 1991) as its theoretical framework to explore the relationship between digital community engagement and financial decision-making. TPB suggests that an individual's intention to perform a behavior is influenced by three core components: attitudes toward the behavior, subjective norms, and perceived behavioral control. In the context of the Sobat Sandwich Community, these components are considered through members' exposure to financial education, peer influence within the digital platform, and their growing confidence in managing personal finances. By applying TPB, this study seeks to understand how digital interactions within a supportive financial community contribute to improved financial behavior among Indonesian millennials. JEL Codes: D14, I22, Z13 Keywords: Digital Community Marketing, Financial Decision-Making, Millennials, Sandwich Generation