<![CDATA[This study aims to examine the influence of digital financial literacy, lifestyle, and ease of use of online applications on the consumer behavior of Generation Z in Jambi City. A quantitative approach with a survey strategy was used in this study. A total of 156 respondents were selected using a purposive sampling technique from Generation Z individuals (born 1997–2012) who live in Jambi City and actively use online marketplaces and digital financial applications. Data were collected through a Likert-scale questionnaire distributed through social media and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results show that digital financial literacy, lifestyle, and ease of use of online applications have a positive and significant influence on consumer behavior. Ease of use of online applications is the most dominant factor. These findings reveal that digital financial literacy functions as a double-edged sword; instead of controlling consumption, digital understanding has the potential to increase consumption intensity if utilized to optimize promotions, cashback, and paylater features. Practical implications emphasize the importance of holistic financial education and integrating digital literacy with self-control strategies for Generation Z.]]>
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