<![CDATA[Generation Z has grown up in a digital era characterized by the widespread use of social media and financial technology (FinTech). Although this generation has greater access to financial information and digital financial services, many young adults still struggle in manage their personal finances effectively. This study examines the effects of financial literacy, social media marketing, and financial technology on the financial well-being of Generation Z in Karo Regency, with economic behavior as a mediating variable. The study collected data from 200 Generation Z respondents through structured questionnaires. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that financial literacy, social media marketing, and financial technology each positively and significantly affect both economic behavior and financial well-being. Furthermore, economic behavior has the strongest direct effect on financial well-being and significantly mediates the relationships between financial literacy, social media marketing, financial technology, and financial well-being. These findings indicate that improving financial knowledge, encouraging the productive use of social media for financial education, and promoting effective financial technology adoption can enhance financial well-being when accompanied by responsible economic behavior, including budgeting, saving, expenditure control, and rational financial decision-making. This study contributes to the literature by integrating financial literacy, social media marketing, and financial technology into a comprehensive framework with economic behavior as a mediating mechanism. The findings also offer practical implications for policymakers, educational institutions, financial service providers, and FinTech companies in developing sustainable financial education programs and strategies to improve Generation Z's financial well-being.]]>
