<![CDATA[The development of digital technology and easy access to online and offline shopping have increased consumptive behavior among university students. As Generation Z, students tend to make purchases based on desires and trends, while limited financial literacy may affect their financial management. This study aims to determine the effect of financial literacy and lifestyle on consumptive behavior in online and offline shopping among Economic Education students at the University of Jambi. This research used a quantitative approach with a survey method. The population consisted of 104 students selected through saturated sampling. Data were collected using questionnaires and analyzed using SPSS version 27 through assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that financial literacy and lifestyle had a positive and significant effect on consumptive behavior in both online and offline shopping, partially and simultaneously. The coefficient of determination was 25.4% for online shopping and 33.6% for offline shopping.]]>
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