Pengaruh Social Demographics, Financial Technology, dan Lifestyle terhadap Perilaku Konsumtif Generasi Z dalam Era Cashless Society dengan Self-Control sebagai Variabel Mediasi

Abstract

This study aims to examine the influence of social demographics, financial technology, and lifestyle on Generation Z’s consumer behavior in the cashless society era, with self-control as a mediating variable. This research employs a quantitative approach using a survey method by distributing questionnaires to 432 respondents belonging to Generation Z. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique with the assistance of WarpPLS software. The results indicate that social demographic variables, including age, gender, and education level, do not have a significant effect on consumer behavior. Similarly, financial technology does not significantly influence consumer behavior. In contrast, lifestyle is found to have a positive and significant effect on consumer behavior. Furthermore, self-control is not able to mediate the relationship between financial technology and consumer behavior, as well as between lifestyle and consumer behavior. Although financial technology and lifestyle significantly influence self-control, self-control itself does not significantly affect consumer behavior, indicating that the mediating role is not supported. In conclusion, lifestyle is the only variable that directly influences Generation Z’s consumer behavior in the cashless society era, while social demographics and financial technology do not show significant effects. Additionally, self-control does not function as a mediating variable in this study