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Pengaruh Literasi Keuangan Terhadap Perilaku Konsumtif Dalam Menggunakan Layanan Shopeepay Pada Generasi Z

Author


Nur Kummala Prahasti(1Mail), Artika Ratna Sari Devi(2),
(1) Prodi Akuntansi, Universitas Negeri Surabaya, Surabaya,
(2) ,

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Available online: 2024-12-13  |  Published : 2024-12-13
Copyright (c) 2024 Nur Kummala Prahasti, Artika Ratna Sari Devi
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Abstract


The purpose of this study is to investigate the impact of financial literacy on the consumer behavior of Generation Z in utilizing the ShopeePay digital wallet service in Blora Regency, a semi-urban area in Indonesia. Using a quantitative method through a survey, this study emphasizes how financial literacy has the potential to be a crucial element in controlling consumer behavior influenced by promotions such as cashback and discounts. The findings of the study indicate that financial literacy has a significant role in suppressing impulsive purchases that are often triggered by promotional features from ShopeePay. In addition, this study reveals that the level of financial literacy in semi-urban areas tends to be lower compared to big cities, which makes Generation Z in these areas more susceptible to consumer behavior. Therefore, financial education interventions are needed to optimize the potential of fintech without sacrificing individual financial stability.


Keywords


Financial Literacy, Consumer Behavior, Generation Z, ShopeePay, Promotion

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