<![CDATA[Rapid advancements in digital technology and cashless payment systems have contributed to increasing consumptive behavior among Generation Z. This study aims to analyze the effect of financial literacy, lifestyle, and e-money usage on the consumptive behavior of Generation Z in Tulungagung Regency. This associative quantitative study involved 200 Generation Z respondents aged 18–24 selected through purposive sampling techniques. Data were collected via structured questionnaires and analyzed using multiple linear regression via SPSS 27 software. The findings reveal that financial literacy (β=0.236; p=0.000), lifestyle (β=0.745; p=0.000), and e-money usage (β=0.112; p=0.000) have positive and significant partial effects on consumptive behavior. Lifestyle emerged as the most dominant variable based on the largest standardized Beta coefficient. Simultaneously, all three independent variables significantly influenced consumptive behavior (F=1069.215; p=0.000), explaining 94.2% of the variance ("Adjusted " R^2=0.942). These findings highlight the urgency of lifestyle control and digital financial education for Generation Z. ABSTRAK Perkembangan teknologi digital dan kemudahan transaksi nontunai mendorong peningkatan perilaku konsumtif Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan, gaya hidup, dan penggunaan e-money terhadap perilaku konsumtif Generasi Z di Kabupaten Tulungagung. Penelitian kuantitatif asosiatif ini melibatkan 200 responden Generasi Z berusia 18–24 tahun yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis menggunakan regresi linear berganda melalui program SPSS 27. Hasil penelitian menunjukkan bahwa literasi keuangan (β=0,236; p=0,000), gaya hidup (β=0,745; p=0,000), dan penggunaan e-money (β=0,112; p=0,000) berpengaruh positif dan signifikan terhadap perilaku konsumtif secara parsial. Gaya hidup menjadi variabel paling dominan berdasarkan koefisien Beta terstandarisasi terbesar. Secara simultan, ketiga variabel independen berpengaruh signifikan (F=1069,215; p=0,000) dengan kontribusi variabel sebesar 94,2% ("Adjusted " R^2=0,942). Temuan ini mengindikasikan pentingnya pengendalian gaya hidup dan edukasi pengelolaan keuangan digital bagi Generasi Z. ]]>
