Consumer Behavior of Generation Z in E-Wallet Usage: As A Result of Hedonistic Lifestyle?

Agung Kusuma Wijaya, Rr. Iramani

This research aims to analyze the influence of financial literacy, gender, and hedonic lifestyle on the consumptive behavior of generation z in surabaya in use of e-wallets. This research uses quantitative research methods with sampling using purposive sampling techniques. The sample processed was 141 respondents who had used e-wallets. analysis technique using partial least squares with structural equation modeling (PLS-SEM). The research results show that financial literacy has a significant negative effect on consumptive behavior, while gender has no effect on consumptive behavior, and hedonic lifestyle has a significant positive effect on consumptive behavior. The implications of this research are for related parties, such as the government, especially in the education sector, to strengthen financial literacy education, especially for generation Z in Surabaya. Increasing financial literacy can help reduce unplanned consumer behavior. Research on gender, at least in the context of e-wallets in Surabaya, can be concluded that gender differences are not the main factor in determining the level of consumer behavior. However, relevant parties still need to monitor these developments and perhaps strengthen efforts for gender equality in e-wallet access and use. This research indicates the need for a careful approach to the promotion of consumer lifestyles in e-wallet marketing campaigns. Relevant parties, including e-wallet companies, may consider more thoughtful strategies to encourage responsible use.

2024/06/15

consumptive behavior, financial literacy, gender, hedonic lifestyle, z generation

379

383

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21