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All Journal Jurnal Ilmu Manajemen Advantage Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Muhammad Qadafi Zulkarnain
Universitas Wira Bhakti
Economics, Econometrics & Finance

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Literasi Keuangan Digital, Perilaku Konsumtif, Dan Risiko Overborrowing Pada Generasi Z di Era Paylater Riana Multhazam; Nurul Fajriah Yahya; Muhammad Qadafi Zulkarnain
Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Vol. 6 No. 1 (2026): MARET : Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimea.v6i1.1916

Abstract

The transformation of the digital financial ecosystem has presented complex challenges for Generation Z in managing personal finances, particularly related to the proliferation of Buy Now Pay Later services. This study analyzes the interconnection between digital financial literacy, consumer behavior, and the risk of overborrowing among 150 Generation Z respondents who are active PayLater users in Makassar City through a quantitative approach with a survey method. The research instrument used a questionnaire compiled with a Likert scale, analyzed using multiple regression. The results show that the level of digital financial literacy of respondents is in the moderate category, while consumer behavior shows a high level. Regression analysis reveals that consumer behavior has a significant positive effect on the risk of overborrowing, while digital financial literacy does not show a significant protective effect. The findings indicate that 58.7 percent of respondents allocate more than 30 percent of their income to installments, with 40.7 percent having active loans on 3-4 platforms simultaneously. This study recommends strengthening holistic financial education that integrates cognitive and behavioral aspects, as well as the implementation of integrated credit scoring regulations to mitigate the systemic risk of overborrowing.
The Influence of Digital Marketing and Brand Image on Local Product Purchase Decisions Among Gen Z Muhammad Qadafi Zulkarnain
Jurnal Ilmu Manajemen Advantage Vol. 9 No. 2 (2025): December 2025
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v9i2.1803

Abstract

This study aims to analyze the influence of digital marketing and brand image on the purchase decisions of local products among Generation Z. A quantitative approach was employed using an online survey, targeting Generation Z consumers who have previously purchased local products. The sample was selected purposively, and the data were analyzed using Partial Least Squares–Structural Equation Modelling (PLS-SEM). The number of respondents needed is around 150–250. The findings indicate that digital marketing positively affects purchase decisions both directly and indirectly through brand image as a mediating variable. Brand image plays a crucial role in strengthening the relationship between digital marketing activities and purchase behaviour. The novelty of this study lies in its focus on Generation Z's purchasing patterns within the context of Indonesian local products. The study suggests that businesses should optimize authentic, interactive digital marketing strategies to enhance their brand image.
Co-Authors Nurul Fajriah Yahya Riana Multhazam