Pengaruh Penggunaan Platform E-Commerce dan Digital Payment Terhadap Perilaku Konsumtif pada Generasi Z di Era Revolusi Industri 4.0: Studi Kasus Kota Pematang Siantar

Nurul Hafizah (Universitas Islam Negeri Sumatera Utara)
Zuhrinal M. Nawawi (Universitas Islam Negeri Sumatera Utara)
Mawaddah Irham (Universitas Islam Negeri Sumatera Utara)

Economic Reviews Journal
Vol. 5 No. 3 (2026): Economic Reviews Journal

The purpose of this study was to determine the effect of e-commerce and digital payment platform usage on consumer behavior among Generation Z in Pematang Siantar City during the Industrial Revolution 4.0 era. This study used a quantitative approach. Data collection was conducted using a questionnaire with 100 respondents. The use of e-commerce and digital payment contributed 37.8% to consumer behavior, with the remaining 62.2% explained by other variables outside the research model. The t-test results concluded that e-commerce and digital payment variables had a positive and significant effect on consumer behavior among Generation Z in Pematang Siantar City during the Industrial Revolution 4.0 era. Based on the ANOVA test, the calculated F-value was 28.907, which was greater than the F-table (2.47). It can be concluded that the use of e-commerce and digital payment platforms simultaneously influenced consumer behavior among Generation Z in Pematang Siantar City during the Industrial Revolution 4.0 era.