International Journal of Marketing and Human Resource Research
Vol. 7 No. 2 (2026): International Journal of Marketing & Human Resourches Research

The Effect Of Financial Literacy, Paylater Preference, And Cash Flow Management On The Cash Flow Resilience Of Generation Z Students In The E-Commerce Era

Louis Enrico (Universitas Prima Indonesia)
Thomas Christopher (Universitas Prima Indonesia)
Arion Sahputra Marasi Malau (Universitas Prima Indonesia)
Khana Saputri (Pusat Unggulan Iptek (PUI) Center ForFintech Innovation And Sustainable Economics Universitas Prima Indonesia)
Dwita Sakuntala (Universitas Pembangunan Pancabudi)



Article Info

Publish Date
07 Apr 2026

Abstract

The expansion of digital financial services, particularly the Paylater feature on e-commerce platforms, has increased transaction flexibility among Generation Z students while also heightening short-term liquidity risks. Prior studies have largely focused on financial literacy and fintech usage from a behavioral perspective, with limited attention given to cash flow resilience as a direct indicator of individual financial stability. This study aims to examine the effects of financial literacy, Paylater preference, and cash flow management on the cash flow resilience of Generation Z students in the e-commerce era. A quantitative explanatory design was employed involving 300 respondents selected through purposive sampling. Data were analyzed using multiple linear regression. The findings indicate that financial literacy and cash flow management have a positive and significant effect on cash flow resilience, while Paylater preference has a negative and significant effect. Cash flow management emerges as the most dominant variable, and the three predictors jointly explain 42.7% of the variance in students’ cash flow resilience. These results highlight that students’ financial stability is multidimensional, shaped by the interaction between cognitive capacity, digital consumption behavior, and financial management discipline. This study contributes to the digital financial behavior literature by positioning cash flow resilience as an indicator of sustainable financial stability in the digital economy context.

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Journal Info

Abbrev

ijmhrr

Publisher

Subject

Economics, Econometrics & Finance Social Sciences

Description

International Journal of Marketing & Human Resource Research (IJMHRR) is a peer-reviewed and international marketing and human resource journal. The journal covers topics in the areas of human resource management, marketing, organizational behaviour, pricing, digital marketing, social marketing, ...