Determinan perilaku konsumtif mahasiswa Gen Z: Peran literasi keuangan dan gaya hidup modern

Catur Erviana Setyaningsih (Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern)
Erlinda Sholihah (Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern)
Risma Nurhapsari (Program Studi Akuntansi, Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern)

Journal of Management and Digital Business
Vol. 6 No. 2 (2026): Journal of Management and Digital Business

Consumptive behavior is the tendency to purchase goods or services based on personal desires rather than rational needs, which is a concern in Ngawi Regency as one of the areas with a high poverty rate in East Java, especially among Generation Z who are vulnerable to excessive consumption. This study aims to analyze the influence of financial literacy and lifestyle on the consumptive behavior of Generation Z students in Ngawi Regency. The study uses an explanatory quantitative approach with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis technique using SmartPLS 4. Data were obtained through primary and secondary sources from Generation Z students at universities in Ngawi Regency. The results show that financial literacy and lifestyle have a positive and significant effect on the consumptive behavior of Generation Z students. These findings indicate that student consumptive behavior is influenced by the ability to manage finances and lifestyle patterns of individuals.