GENERASI Z DI ERA DIGITAL: MAMPUKAH PENGENDALIAN DIRI MENAHAN GODAAN KONSUMTIF?
DOI:
https://doi.org/10.32500/jebe.v8i1.11053Keywords:
Literasi Keuangan, Pembayaran Digital, Gaya Hidup, Perilaku Konsumtif, Pengendalian DiriAbstract
Pesatnya penetrasi internet dan transaksi non-tunai telah merevolusi pola konsumsi Generasi Z, namun kemudahan ini mendorong perilaku konsumtif dan risiko finansial. Penelitian menganalisis dampak literasi keuangan serta pembayaran digital terhadap perilaku konsumtif Generasi Z, dengan menguji gaya hidup sebagai mediasi dan pengendalian diri sebagai moderasi. Menggunakan pendekatan kuantitatif, data dikumpulkan dari 250 responden Generasi Z di Jawa Timur melalui purposive sampling dan dianalisis menggunakan Warp-PLS. Literasi keuangan ditemukan tidak berpengaruh terhadap gaya hidup maupun perilaku konsumtif. Pembayaran digital ditemukan berpengaruh signifikan terhadap gaya hidup (β = 0.240; p <0.001), serta perilaku konsumtif (β = 0.105; p = 0.026). Gaya hidup sebagai determinan utama pendorong perilaku konsumtif (β = 0.703; p <0.001). Gaya hidup berhasil memediasi pembayaran digital dan perilaku konsumtif (p-indirect <0,001), namun gagal memediasi literasi keuangan dan perilaku konsumtif. Pengendalian diri terbukti memoderasi gaya hidup dan perilaku konsumtif dengan signifikansi 10% (β = 0.075; p = 0.070). Disimpulkan bahwa konsumsi Generasi Z didorong oleh adopsi teknologi dan pergeseran gaya hidup dibandingkan pemahaman keuangan teoritis. Secara praktis, edukasi keuangan perlu berfokus pada manajemen perilaku konkret, dan penyedia layanan digital disarankan menyediakan fitur pengingat batas pengeluaran untuk meningkatkan pengendalian diri pengguna secara real-time.
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