Consumer Confidence Research Articles

Analisis E-WOM, Brand Image, Trust dan Online Purchase Intention terhadap Aplikasi Gojek

This research wants to find out whether Trust and Brand Image can act as mediators between E-WOM and OPI in the Gojek Application. The research method used is quantitative, with data collection through questionnaires using a Likert scale. A total of 385 respondents who had used the Gojek Application service were selected using a purposive sampling technique. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of SMART PLS 3 software. The research results show that E-WOM has a positive and significant influence on Trust and Brand Image. The influence of Brand Image on Trust is also significant. In the Intervening test, only Brand Image moderated the influence of E-WOM on Trust. Brand Image plays a key role in creating a big influence on Trust. In conclusion, Gojek is advised to continue to innovate in application development in order to build a positive image for its consumers. The better Gojek's image, the greater consumer confidence in using the services offered through the Gojek Application. Keywords: Gojek Application, Brand Image, E-Wom, Online Purchase Intention, Trust

Food Safety Regulations and Consumer Confidence

Purpose: The general purpose of this study was investigate the food safety regulations and consumer confidence.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings reveal that there exists a contextual and methodological gap relating to food safety regulations. Preliminary empirical review revealed that food safety regulations are crucial for shaping consumer confidence in the safety and quality of food products, with stricter regulations associated with higher trust levels. Measures like HACCP and labeling requirements promote transparency and accountability. However, regulatory effectiveness depends on factors like enforcement consistency and communication. Inconsistencies can erode trust, necessitating efforts to strengthen enforcement and improve communication. Contextual factors like socio-economic status influence consumer perceptions, especially in developing countries with systemic challenges. Addressing these requires targeted interventions to enhance regulatory systems and promote consumer education. Overall, ongoing research and collaboration are vital for strengthening food safety systems, regulatory compliance, and consumer trust, essential for protecting public health and well-being.
 Unique Contribution to Theory, Practice and Policy: Social Exchange theory, Trust theory and the Diffusion of Innovation theory may be used to anchor future studies on food safety regulations. The study provided several recommendations. It emphasized the importance of enhancing transparency and accountability within the food industry by improving communication and enforcement of regulatory standards. Additionally, the study highlighted the need for ongoing education and training initiatives to build awareness of food safety regulations. Collaboration among stakeholders, adoption of innovative technologies, and continuous evaluation of regulations were also recommended to strengthen food safety efforts and enhance consumer confidence in the safety of food products.

THE INFLUENCE OF CONVENIENCE, TRUST, SECURITY AND BENEFITS OF SHOPEE ONLINE SHOPPING IN THE PESANTREN ENVIRONMENT

This research is entitled "(Effect of convenience, Trust, Security in Transaction and Shopping advantages on online purchase decision at shopee in an anvironment of students pp Nurur Rahmah)". This study aims to determine directly and indirectly the influence of ease of access to applications, prices, consumer confidence, benefits for buyers and sellers and transaction security on online purchasing decisions in Islamic boarding schools. The population of this study were students who had used the Shopee application for shopping. The sample used was 50 respondents. Sampling technique with Non-Probability Sampling (Accidental Sampling). The data analysis method uses path analysis with the help of SPSS 25. The tests used are instrument data tests (validity test, reliability test), classic assumption test (normality test, multicollinearity test, and heteroscedasticity test), sobel test, coefficient of determination, t test and F test. The results showed that there was no direct effect of the convenience variable and buyer's trust on customer satisfaction.

CONSUMER PERCEPTIONS TOWARDS LOCAL PRODUCTS: THE CASE OF KOSOVO

Kosovo's agricultural development is influenced by favorable policies and attributes relevant to consumer demand. The more we know about the important attributes of the local consumer towards agricultural products, the better policies are designed to support farmers and value chains to adapt to changes in consumer preferences. Empirical insights gleaned from research on consumer preferences for both agricultural products and locally sourced goods offer invaluable evidence. This empirical foundation equips policymakers with the knowledge required to strategize improvements within the national and local food and agricultural systems. It also lays the groundwork for the conceptualization of a forward-thinking, consumer-centric agricultural model that is characterized by innovation, productivity, and responsiveness to consumer expectations. These expectations encompass various facets, such as food availability, ease of access, safety, high quality, taste, and other locally pertinent consumer attributes. The primary aim of this study lies in the comprehensive analysis of consumer preferences concerning local food products. It seeks to delineate the pivotal attributes that guide consumers in their decision-making processes. Additionally, the study aims to identify the informational and institutional gaps that must be addressed to bolster consumer confidence in locally produced food items. In doing so, it aims to provide policymakers with a robust foundation upon which they can construct a visionary concept for a consumer-driven agriculture framework. This framework should stand as an essence of innovation, productivity, and adaptability, aligning closely with consumer expectations regarding food accessibility and simultaneously addressing the unique consumer attributes that hold national relevance. Kosovo's agricultural development is involvedly tied to the interplay of conducive policies and attributes resonating with consumer demands. The study comprehensively explores these essential attributes, and its findings set the stage for crafting policies that offer substantial support to farmers and value chains. This support is vital for their ability to navigate evolving consumer preferences. By conducting research into consumer preferences, we offer empirical evidence that serves as a guiding compass for policymakers in their mission to enhance national and local food and agricultural systems. Furthermore, it ignites the spark of innovation, productivity, and responsiveness in the realm of consumer-driven agriculture. Ultimately, this pursuit aligns the agricultural sector with consumer expectations, ensuring that it thrives in an environment defined by accessibility, safety, quality, taste, and other locally relevant attributes. Keywords: agricultural products, consumer perceptions, rural development, Kosovo JEL Code: Q10, Q13

Exploring the Dynamics of Economic Instability: An Analysis of the Interplay between Consumer Spending, Consumer Confidence, and Macroeconomic Factors

This study empirically evaluates the effect of consumer confidence on consumer spending in Nigeria. Relatively little attention has been paid to the existence of a long-run relationship between consumer confidence and consumer spending in Nigeria, and this study aims to contribute to the existing literature in this regard by utilising quarterly data spanning from 2009 to 2023. Examining the relationship through the autoregressive distributed lag (ARDL) model, it was found that consumer confidence, money supply, and inflation have a significantly positive impact on consumer spending, while interest rates possess an adverse relationship with consumer spending in Nigeria in the long run. The findings of the study recommend that good infrastructure, ease of doing business, and reduction of tax rate on everyday purchasing are key contributors to consumers’ optimism. Additionally, efficient responses to economic shocks and effective policy reformation according to the shift of the dynamic financial world are also crucial to making the economy well-run and maintaining the level of consumers’ confidence.

Waste generation and macroeconomic drivers: a panel study for European countries and regions

PurposeThe vast amounts of waste generated today threaten economies and societies due to high environmental and management costs. The aim is to investigate the short- and long-term patterns of municipal waste generation (MWG) in response to socio-economic and demographic growth variables at national and regional levels.Design/methodology/approachA panel data approach employing ordinary least squares (OLS), fixed effects (FE), random effects (RE), fully modified least squares (FMOLS) and error correction model (ECM) techniques. A sample of 28 European countries (2000–2020) and 44 European Union (EU) regions (2000–2018) were selected.FindingsDuring periods of economic growth and higher employment rates, consumer confidence tends to increase, leading to elevated levels of consumer spending and consumption. Intensification in the production factors, specifically capital and employment, results in an upsurge in MWG, thereby creating a cycle where waste generation becomes deeply entrenched in the economic system in both the short and long terms. Rapid population growth, attributed to higher fertility rates, is associated with increased MWG. At the regional level, a double-aging process and a shift toward an aging population exert less pressure on MWG in both the short and long term. Promoting higher levels of environment-oriented human development yields various benefits, including the generation of greater knowledge spillovers, enhanced environmental literacy, a shift toward circular thinking and the promotion of greener entrepreneurship. Increased R&D expenditures facilitate the development of innovative waste reduction technologies, fostering improvements in waste management techniques, recycling processes and the utilization of sustainable materials.Research limitations/implicationsThe research examines the short- and long-term adjustments of MWG in response to changes in macroeconomic variables from low aggregation (countries) to high aggregation (regions). By analyzing the relationship between economic growth, urbanization, healthcare system quality, labor market functioning, demographic trends, educational level, technological advancement and MWG, the study fills a research gap and enhances understanding of waste management interventions. However, data availability and waste statistics accuracy should be considered. Future research could explore the relationship between macroeconomic variables and waste generation in sectors beyond MWG, such as industrial or construction waste, for a more comprehensive understanding of waste generation as a whole.Practical implicationsThe positive correlation between economic activity levels and waste generation in both the short and long terms, emphasizes the criticality of investing in waste reduction and recycling infrastructure to mitigate landfill waste. The negative correlation between population density and waste generation stresses the importance of strategic waste facility placement in low-density areas. To effectively manage higher MWG, tailored waste collection systems and initiatives promoting healthy lifestyles are of immense importance. The positive relationship between employment rates and waste generation underscores the necessity of waste reduction programs that generate employment opportunities. The positive correlation between fertility rates and waste generation emphasizes the need for the expansion of extended producer responsibility programs to include products and materials specifically associated with families and child-rearing. Education campaigns and governmental support for research and development (R&D) in waste reduction technologies are also integral components of an effective waste management strategy.Originality/valueThe short- and long-term adjustments of MWG reacts to shifts in macroeconomic variables from low aggregation (countries) to high aggregation (regions). Previous research has neglected the long-term information contained in variables by not incorporating the lagged error correction term (ETM). Neglecting this aspect could result in imprecise estimates of the elasticities.

The Influence Of Service Quality, Company Image And Consumer Trust On Customer Satisfaction Pt. Indonesian Commuter Trains

This study aims to analyze the effect of service quality, company image and consumer confidence on consumer satisfaction. In this study using primary data obtained from distributing questionnaires to 100 KRL transportation service customers at PT. Kereta Commuter Indonesia. This research uses descriptive analysis and inferential analysis, and analyzed using multiple linear regression correlation analysis, the model feasibility test, and hypothesis testing. The results of this study indicate that there is a positive and significant effect on customer satisfaction. The results of the multiple linear regression equation are Y = 0.672 + 0.211X1 + 0.245X2 + 0.278X3 The feasibility test of the model in the R2 test shows that service quality, company image and consumer trust have an effect of 59.2% on consumer satisfaction. In the results of hypothesis testing (t test) obtained a significant value on the quality of service veriabel of 0.001, a significant value on the corporate image variable of 0.005, and a significant value of consumer trust variables of 0.004, it can be concluded that it means partially the three independent variables have a positive influence and Significant to the dependent variable is the variable customer satisfaction at PT. Kereta Commuter Indonesia.

The Influence of Brand Image, Celebrity Endorser and Price Perception pn The Purchase Decision of Yamaha Mio Motorcycles

This research was aimed for knowing: (1) the influence of brand image towards buying decision of brand Yamaha Mio Motorcycle, (2) the influence of celebrity endorser towards buying decision of brand Yamaha Mio Motorcycle, (3) the influence of price perception towards buying decision of brand Yamaha Mio Motorcycle and (4) the influence of brand image, celebrity endorser and price perception towards buying decision of brand Yamaha Mio Motorcycle. This research used quantitative approach by applying survey method. This research used purposive sampling or took the samples based on specific characteristics. The samples of this research were 100 buyers of Yamaha Mio Motorcycle Branch Tanah Kusir Jakarta. Data collection techniques using questionnaires that have been tested for validity and reliability. Data analysis techniques used to answer the hypothesis is multiple regression. Yamaha is expected to keep attention to the level of consumer confidence in selebiriti as representative of Yamaha Mio. To increase consumer confidence for example by increasing the use of celebrities who have credibility and high popularity and favored by many consumers, so that later will form a good image in the minds of consumers of the product and make purchasing decisions.

Discourse of Consumer Perception: How Important is Halal Value Chain at Cosmetic Products for Women?

In the era of globalization, the rapid growth of economic, technological, and cultural aspects has significantly increased the living needs of the population. This research adopts a discourse analysis approach to explore the importance of Halal Beauty Products for Women in Indonesia, focusing on the halal supply chain management aspects within the cosmetics industry. Cosmetics have evolved into a primary necessity for enhancing women's beauty, contributing to the flourishing cosmetics industry in Indonesia. This qualitative research employs in-depth interviews with five respondents aged 17-22 to unravel consumer perceptions of Halal Beauty Products. Data collection utilizes semi-structured interviews, allowing for deeper exploration and potential adjustments to the interview process. Thematic analysis is applied to the gathered data, comprising positive reviews, celebrity endorsements, and the significance of kosher insignia in the adoption of halal cosmetics. The research identifies that while positive reviews and celebrity endorsements influence consumer perceptions, the halal symbol plays a crucial role due to limited consumer comprehension of the halal value chain. The halal logo emerges as a pivotal factor in instilling consumer confidence in the halal authenticity of cosmetics. In conclusion, consumer trust in halal cosmetics is influenced by the halal seal, endorsements, and positive reviews, even though awareness of the halal value chain remains limited among consumers. This discourse analysis sheds light on the dynamics of consumer perceptions, emphasizing the role of discourse elements in shaping trust in the halal cosmetics market.

Inovasi Manajemen Melalui Pelatihan Pendaftaran Label BPOM dan Halal bagi Produk UMKM Kuliner Desa Legok Kabupaten Tangerang

This community service activity aims to increase the knowledge and ability of MSMEs in Legok Village to register BPOM label products and halal labels as an effort to expand marketing, consumer confidence and business competitiveness. Methods of implementing this service uses training with lecture, demonstration and discussion stages. The evaluation instrument for this activity uses a questionnaire, which is then analyzed descriptively. The results of this service show that the business actors of the Legok Village Culinary MSMEs in Tangerang Regency have the ability and skills to register business products with BPOM and halal labels. BPOM and Halal labels can be utilized as product innovation in increasing business competitiveness.

Membangun Kepercayaan Konsumen di Kota Kupang untuk Berbelanja secara Online Melalui E-Wom dan E-Service Quality

Trust has a very important role in having an impact on consumer loyalty in the competitive environment of e-commerce. Lack of consumer trust can give a negative impression to the electronic word of mouth provided and electronic service quality. The population in this research is all Kupang City residents who have shopped online. The sampling technique used a purposive sampling method, namely a sample of 100 Kupang City residents who had shopped online. The data collection tool uses a questionnaire and the measurement scale uses a Likert scale. The data analysis technique uses structural equation modeling (SEM). The results of the research are that e-service quality has a significant and positive influence on the e-WOM of the people of Kupang City who shop online. E-service quality does not have a significant impact on consumer confidence in Kupang City who shop online. E-WOM has a significant impact on consumer confidence in Kupang City who shop online. Indirectly, e-service quality and e-WOM as intervening variables have a significant and positive impact on consumer confidence in Kupang City who shop online. The advice that can be given is for business people, especially MSMEs in the Kupang City Region, to utilize online media as an online shop to market their business products or services with good electronic service quality, then the electronic word of mouth of the people of Kupang City who shop online will be positive and if electronic word of mouth provides positive information, the level of consumer confidence in Kupang City who shop online is higher, which has an impact on sales turnover.

Pengaruh Kepercayaan Konsumen, Kualitas Pelayanan, dan Celebrity Endorsement terhadap Keputusan Pembelian pada Marketplace Shopee

The purpose of this study was to analyze the effect of consumer trust, service quality, and celebrity endorsement on purchasing decisions in the shopee marketplace. This research method uses quantitative. The population in this study were shopee marketplace users in Solo Raya. This study uses sampling with Non-probability Sampling techniques with a Purposive Sampling approach because the population in this study is not known with certainty. The number of samples in this study were 100 respondents. The data used in this research is primary data. The data collection methods used in this research are questionnaires and research instruments. The data analysis technique in this study used SmartPLS software version 3.2. The results of this study are that consumer confidence has a positive and significant effect on purchasing decisions in the shoope marketplace. The quality of service provided has no positive and significant effect on purchasing decisions. Celebrity Endorsement has a positive and significant effect on purchasing decisions.

Analisis Penerapan Halal Supply Chain Management dalam Meningkatkan Kepercayaan Konsumen UMKM Al-Izza

This article aims to analyze the application of Halal Supply Chain Management in increasing consumer confidence in UMKM Al-Izza products.The research method carried out is descriptive research with a qualitative approach. Data was collected through interviews with UMKM owners and consumers, as well as direct observation at production sites. This study concludes The implementation of halal supply chain management in UMKM Al-Izza includes a series of activities involving the provision of materials, including the stage of direct purchase of goods and storage of goods. The next step includes production activities that involve taking materials from storage warehouses, product production processes, and continued with distribution activities that include delivering products to sales locations and sales processes. Islamic consumers who consume UMKM Al-Izza products argue that halal products are very important, especially for Muslims, related to the belief that the products sold by UMKM Al-Izza are halal products because of clean sales places, clean safe production sites avoid haram substances, neat packaging and there are halal compositions and logos, and the ingredients used, and also Muslim-majority neighborhoods

Pengaruh Digital Marketing terhadap Brand Awareness : Studi Kasus Kandang Ayam Resto

Nowadays the era of information technology makes many things easy to do in the digital world, including in marketing products and searching for products. Digital marketing can be used as the main option in supporting business activities for business people. Social media is used by consumers to find information about a product that is needed or desired. Accuracy in utilizing digital marketing through social networks (social media) is able to build consumer confidence in the products being marketed. This marketing strategy is also used to build brand awareness among consumers. This study examines the effect of digital marketing on the formation of consumer brand awareness using quantitative and qualitative tests. Quantitative data was collected using a sampling technique where respondents knew and had transacted at the Chicken Coop Restaurant. The data analysis technique in this study used SPSS Version 25 software. Based on the results of a simple linear test analysis, it was found that Digital Marketing had a positive and significant effect on Brand Awareness. Qualitative test by conducting interviews with six respondents, it was concluded that digital marketing has an influence on brand awareness.

The Cybersecurity Applied by Online Travel Agencies and Hotels to Protect Users’ Private Data in Smart Cities

The purpose of this paper is to analyse the cybersecurity in online travel agencies (OTAs) and hotel sectors to protect users’ private data in smart cities. Methodologically, this research uses a sample of information about cyberattacks that occurred during the period of 2000–2023 in companies operating as OTAs and in the travel, tourism, and food sectors, which was obtained from research articles. Then, we had to expand the research to include updated information about cyberattacks from digital newspapers, regulatory sources, and state data breach notification sites like CSIS, KonBriefing, EUROCONTROL, and GlobalData. The findings of the current research prove that hotels and OTAs were constantly exposed to cyberattacks in the period analysed, especially by data breaches and malware attacks; in fact, this is the main novelty of this research. In addition, these incidents were severe for both guests and tourism companies because their vulnerabilities and consequences affect the reputation of companies and smart cities where these firms operate, as well as consumer confidence. The results also showed that most of the cyberattacks examined in this manuscript were aimed at stealing information about the companies’ and users’ private data such as email addresses; credit card numbers, security codes, and expiration dates; and encoded magstripe data; among many other types of data. Cyberattacks and cyberthreats never disappear completely in the travel and tourism sectors because these illegal activities are closely related to the hacker’s thirst for power, fame, and wealth.

The Impact of Augmented Reality (AR) Technology on Consumers' Purchasing Decision Processes

This paper examines the profound influence of Augmented Reality (AR) technology on the retail sector, providing a captivating and engaging shopping experience. Augmented reality (AR) superimposes virtual information onto the user's real-world view, facilitating close and interactive engagement between consumers and retailers. The integration of augmented reality (AR) in the retail industry, made possible by the use of intelligent devices and advancements in internet technology, improves shopping experiences by offering virtual fitting rooms and real-time product displays. Despite promising prospects, challenges include high technology costs, limited device popularity, and privacy concerns. Thorough literature reviews examine various studies, including Mussa's (2022) investigation into the relationship between augmented reality (AR), customer experience, and purchase intent during the COVID-19 pandemic, and Xue, Parker, and Hart's (2022) exploration of AR in the design of user experiences in the fashion retail industry. The discussion encompasses technological advancements, case studies, and forthcoming trends, such as personalized shopping experiences and the integration of social media. The potential of Augmented Reality (AR) to enhance consumer confidence and increase purchase intent is evident. However, in order to achieve seamless integration, it is necessary to address challenges such as technical limitations and market acceptance.

Critical Analysis: Interplay of E-commerce and Conumer Protection, in Conformity with International Standards

This study examines the existing legislative framework in India that safeguards the interests of online customers in light of the rapidly expanding e-commerce sector and its impact on consumer preferences for online shopping. A thorough analysis of the two recently established laws—the Consumer Protection Act, 2019 and the Consumer Protection (E-commerce) Rules, 2020—as well as a literature review support analysis of 290 online customers were carried out in order to address the study questions and achieve the objectives. Important conclusions include the following: cash on delivery is the preferred method of payment for online purchases; website content and efficient customer support services foster consumer confidence; and safe and dependable systems are critical to the success of e-business firms. One may argue that the new laws are sufficiently strict to uphold the rights of internet shoppers and encourage the expansion of e-commerce in India. In addition to elements like website information, customer service, warranty, security, privacy, and redressal, laws protecting consumer rights in e-commerce also have an impact on consumers' confidence. Expanding e-commerce appears to be promising given the strong legal framework and consumer protection policies in place. The findings add to the body of knowledge on e-commerce and the protection of consumer rights by clarifying the critical elements influencing customer loyalty and trust as well as providing an insightful viewpoint on e-consumer protection in the Indian context with wider implications.

THE INFLUENCE OF REVISIT INTENTION AND SELF-CONCEPT ON E-WOM BASED ON THEORY OF PLANNED BEHAVIOR

This study aims to investigate the influence of revisit intention and self-concept on electronic word-of-mouth (E-WOM) among Gen Z using the Theory of Planned Behavior, particularly Mixue Ice Cream & Tea consumers. In this quantitative study, the data was collected using a questionnaire distributed to 250 respondents, and was analyzed using Structural Equation Modeling (SEM). The results show that self-concept positively influences the revisit intention. Revisit intention is positively and significantly influenced by perceived price justice and satisfaction. Perceived price justice is identified as influencing loyalty positively and significantly, while perceived satisfaction influences loyalty positively and significantly. Revisit intention affects loyalty showing a positive and significant relationship, while E-WOM is identified to be positively and significantly influenced by loyalty. The implications of this research are relevant for food and beverage companies to strategize their business strategy to increase consumer confidence so that it will affect E-WOM.JEL: M31, M21, L84.

Consumer Value Preferences: A Case of Dates in Pakistan

This research endeavors to enhance our comprehension of the contemporary value chain associated with dates in the domestic market, while concurrently adapting to the fluctuating dynamics of the marketplace. A paramount emphasis is placed on orchestrating an optimal performance of the dates value chain by integrating all actors involved, focusing on aligning strategies with consumer value preferences. Five distinct focus discussions were conducted across varying socio-economic strata in Karachi to achieve this. Thematic content analysis, a rigorous qualitative research method, was employed to extract meaningful insights from the discussions. Findings showed that dates were a multi-value popular fruit consumed in a variety of forms but the fresh form is mostly utilized form. Consumers ascribed value to its strong religious affiliation, socio-cultural significance, taste, energy, health benefits, functional food, packaging and availability. The main attributes consumers considered in buying dates were clean dates, flavor/taste, packaging, origin, freshness, price, size, brand, and freedom from damage. Consumers expressed concerns about high dates fluctuating prices, trust for safe dates retailer practices, inefficient government regulations, poor marketing systems, and lack of awareness. These findings highlighted that businesses in date value chains did not pay adequate attention to consumer requirements nor had their concerns been responded to. To face competitive value chain potential, consumers highlighted lack of value addition, ineffective labelling, strong local brand sustainable presence to gain consumer confidence. To face market competition there is strong scope of branding, packaging and value addition which consumers are adapting at fast pace have also been reported. Consequently, it will affect the profitability of value chain participants as consumers are evolving with experience and higher living standards. The study also suggested that the government should ensure that consumer concerns such as those relating to food safety are adequately addressed by relevant institutions and organizations. This research not only sheds light on the intricacies of the current market dynamics but also provides strategic insights for stakeholders to optimize the value chain in a manner that resonates with the preferences of consumers across different socio-economic strata in Karachi.

The Evolution of FinTech and its Effects on Financial Decision Making: A Systematic Literature Review

The development of FinTech technology has changed the financial landscape, having a significant impact on individual and corporate financial decision-making. Through a systematic literature review, this research investigates the evolution of FinTech and its effects on financial management behavior, product preferences, investment decisions, and consumer confidence. FinTech has improved accessibility, product innovation, data analysis, competition in the market, and security, while also raising challenges such as data security issues and the risk of bias in decision making. With a deeper understanding of this relationship, steps can be taken to maximize the benefits of FinTech while minimizing the risks.