SATU DIMENSI, DUA WAJAH: MEMETAKAN ORIENTASI KEUANGAN GENERASI Z DI SULAWESI TENGGARA ANTARA PERBANDINGAN SOSIAL DAN KEHATI-HATIAN FINANSIAL

Wa Ode Sartika (Universitas Karya Persada Muna)
Samsul Bachri Soamole (Samsul Bachri Soamole)
Sitti Hadijah (Universitas Karya Persada Muna)
Harpiang Wardingsih (Universitas Karya Persada Muna)
Muhammad Suriyadarman Rianse (Universitas Karya Persada Muna)
Muhammad Fajar Salemaku (Universitas Karya Persada Muna)

JIEM : Journal Of International Entrepreneurship And Management
Vol 5 No 01 (2026): JIEM : Journal Of International Entrepreneurship And Management

This study aims to examine whether social comparison orientation, financial prudence, and financial management behavior form distinct constructs or merge into a single dimension among Generation Z in Southeast Sulawesi. The research method involved a questionnaire survey distributed to Gen Z respondents, analyzed through confirmatory factor analysis, the Fornell -Larcker criterion, the heterotrait-monotrait  ratio, and Harman’s single-factor test. The results indicate that discriminant validity failed across all construct pairs due to overlapping item contents. Consequently, the three constructs merged into a single bipolar continuum of financial orientation, ranging from social comparison to prudence. Furthermore, this financial orientation behavior is cross-segmental, showing no significant differences across demographic backgrounds. These findings highlight the critical importance of discriminant validity testing in financial behavior research & underscore the need for comprehensive financial education interventions to mitigate social comparison pressures.