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

Keywords: Digital Community Marketing (DCM); Financial Decision-Making; Engagement; Theory of Planned Behavior (TPB); Millennials; Sandwich Generation

JEL Classification: M31, Z13, D14

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol10.3_2.html

DOI: https://doi.org/10.35609/jmmr.2025.10.3(2)

Pages 101 – 107