<![CDATA[This study aims to examine the influence of cashless society, access to digital transactions, and online shopping intensity on the consumer behavior of Generation Z students, both partially and simultaneously. This study uses an explanatory quantitative approach with a cross-sectional design on 98 active Generation Z students of Paulus Christian University of Indonesia, Makassar City, who were determined through a purposive sampling technique. Data were collected using a 5-point Likert scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using SmartPLS 4. The findings from the measurement model testing indicate that all indicators are valid and reliable. Based on the hypothesis testing, cashless society does not have a significant influence on consumer behavior (t = 1.439; p = 0.150), while access to digital transactions (t = 2.262; p = 0.024) and online shopping intensity (t = 5.029; p = 0.000) have a positive and significant effect, with online shopping intensity as the most dominant variable. Simultaneously, all three variables significantly influenced consumer behavior (F = 24.458; p < 0.001), explaining 41.4% of the variance (R² = 0.414). These results indicate that actual involvement in online shopping activities, rather than simply ease of access or the tendency to make non-cash payments, is the primary mechanism shaping Generation Z's consumer behavior. Therefore, strengthening digital financial literacy and self-control is crucial in mitigating the risks of consumerism. ]]>
