<![CDATA[The development of digital technology has brought about changes in people’s transaction patterns. The use of e-wallets, increasingly convenient access to technology, and individuals’ ability to manage their finances are factors that can influence consumer behavior. This study aims to analyze the influence of e-wallet use, technological convenience, and financial literacy on the consumer behavior of Generation Z in North Jakarta. This study employs a quantitative method using non-probability sampling via purposive sampling. The sample consists of 100 respondents who are members of Generation Z in North Jakarta and use e-wallets and digital payments in their daily lives. Data collection was conducted by distributing a questionnaire via Google Forms. Data analysis was performed using SPSS version 25 through validity tests, reliability tests, classical assumption tests, T-tests, F-tests, coefficient of determination tests, and regression coefficient tests. The results of this study indicate that e-wallet usage has a positive and significant effect on consumption behavior, with a significance value of 0.049. Meanwhile, technological convenience does not have a significant effect on consumer behavior, as the resulting significance value is 0.241. Meanwhile, financial literacy has a negative and significant effect on consumer behavior with a significance value of 0.000. The adjusted R-squared value of 0.271 indicates that the three variables account for 27.1% of the variation in purchasing decisions, while the remaining 72.9% is influenced by other factors outside the scope of this study.]]>
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