<![CDATA[The growth of financial technology and digital marketing has reshaped consumer behavior, particularly among Generation Z. This study examines the effects of e-wallet usage intensity, promotion, and digital information media on the consumptive behavior of Generation Z. A quantitative survey was conducted with 100 Generation Z respondents who actively use e-wallet services. Data were collected using a Likert-scale questionnaire and analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that e-wallet usage intensity has no significant effect on consumptive behavior. In contrast, promotion and digital information media have positive and significant effects. These findings suggest that consumptive behavior is driven more by digital marketing exposure than by the frequency of using digital payment tools. The study provides insights for designing more effective digital marketing strategies and promoting responsible financial behavior among Generation Z.]]>
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