<![CDATA[Generation Z has become more frequent users of e-commerce and fintech payments due to advances in digital technology. The ease of transactions offered by digital platforms can impact people's consumption patterns, especially consumer behavior. This study examines how fintech payments, financial literacy, and self-control influence the consumer behavior of Generation Z e-commerce users. In addition to external factors such as fintech payments, internal factors also influence consumer behavior. This study used a quantitative approach and surveyed 99 students from the Faculty of Economics and Business at the Veteran National Development University in East Java. The survey was conducted using a purposive sampling technique. Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 4.0 analyzed the data collected through questionnaires. The results showed that fintech payments did not significantly influence consumer behavior. Conversely, financial literacy and self-control significantly and negatively influenced consumer behavior. These results indicate that the ease of digital payments is not the main factor driving Gen Z to consume. Instead, a person's ability to manage finances and control their urge to consume plays a more important role in shaping rational consumer behavior. It is intended that this study will serve as a resource for educational institutions and related parties to increase knowledge about finance and self-control to reduce the tendency to consume in the digital era.]]>
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