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All Journal Amkop Management Accounting Review (AMAR)
Rachmasari, Shanti Septiana
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Humanities Economics, Econometrics & Finance Social Sciences

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Analysis of the Consumptive Behavior of Generation Z in Surabaya Moderated by Self Control Rachmasari, Shanti Septiana; Wikartika, Ira
Amkop Management Accounting Review (AMAR) Vol. 5 No. 1 (2025): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i1.2557

Abstract

This study aims to examine the effect of a cashless society, social environment, and cognitive dissonance on the consumptive behavior of Generation Z in Surabaya, with self-control as a moderating variable. A quantitative method is employed in this study, involving 100 respondents as the sample. The analytical method applied is PLS-SEM, facilitated by the SmartPLS 4.0 software. The findings indicate that the cashless society, social environment, and cognitive dissonance have an impact on consumptive behavior. Self-control is found to moderate the relationship between the cashless society and cognitive dissonance with the consumptive behavior of Generation Z in Surabaya. However, self control cannot moderate the influence of the social environment on the consumptive behavior of generation Z in Surabaya. These results show that cognitive dissonance experienced by a person can strengthen consumptive behavior as a form of coping mechanism to reduce perceived discomfort. In addition, the results also reveal that the social environment is a dominant factor in encouraging the consumptive behavior of generation Z in Surabaya, even individuals with self control.
Co-Authors Ira Wikartika, Ira