<![CDATA[Abstrak Penelitian ini bertujuan untuk melihat pengaruh cashless payment dan literasi keuangan terhadap perilaku konsumtif generasi Z di Kota Jambi. Perubahan kecenderungan perilaku belanja dan pesatnya perkembangan teknologi pendukung transaksi keuangan, membawa pengaruh nyata dalam mempengaruhi perubahan perilaku pelanggan di tengah era transaksi digital. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survey. Data diperoleh melalui penyebaran kuesioner kepada 97 responden yang merupakan generasi Z di Kota Jambi. Analisis data dilakukan dengan metode regresi linier berganda menggunakan software SPSS. Hasil penelitian menunjukkan bahwa secara parsial cashless payment (X1) tidak berpengaruh signifikan terhadap perilaku perilaku konsumtif generasi Z dan Literasi keuangan (X2) berpengaruh signifikan terhadap perilaku perilaku konsumtif generasi Z. Secara simultan pengaruh cashless payment dan literasi keuangan berpengaruh terhadap perilaku perilaku konsumtif generasi Z di Kota Jambi. Kata kunci: Cashless Payment, Literasi Keuangan, Perilaku Konsumtif dan Generasi Z. Abstract This research aims to examine the influence of cashless payment and financial literacy on the consumer behavior of generation Z in Jambi City. Changes in shopping behavior trends and the rapid development of technology supporting financial transactions have a real influence in influencing changes in customer behavior in the digital transaction era. This study uses a quantitative method with a survey approach. Data were obtained through distributing questionnaires to 97 respondents who are generation Z in Jambi City. Data analysis was carried out using multiple linear regression methods using SPSS software. The results of the study indicate that partially cashless payment (X1) has no significant effect on the consumer behavior of generation Z and financial literacy (X2) has a significant effect on the consumer behavior of generation Z. Simultaneously, the influence of cashless payment and financial literacy has an effect on the consumer behavior of generation Z in Jambi City. Keyword: Cashless Payment, Financial Literacy, Consument Behavior and Generation Z.]]>
