<![CDATA[This study aims to determine the effect of Islamic financial literacy, religiosity, social environment, e-commerce, mobile banking, and online loans on consumer behavior in Gen Z. This study uses a quantitative approach with a data collection method in the form of a questionnaire via Google Form and distributing research questionnaires to 120 Gen Z respondents who use e-commerce and Mobile banking services. The data were analyzed using a multiple linear regression model using SPSS 25 software to test the effect of each independent variable (Islamic financial literacy, religiosity, social environment, e-commerce, mobile banking and online loans) on consumer behavior in Gen Z. The results showed that Islamic financial literacy had a negative and insignificant effect on consumer behavior in Gen Z, while the social environment, e-commerce, and online loans had a positive and significant effect on consumer behavior in Gen Z. Religiosity and Mobile banking had a positive and insignificant effect on consumer behavior in Gen Z.]]>
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