<![CDATA[This study aims to analyze the influence of Social Comparison Orientation, Financial Self-Efficacy, and Financial Literacy on Financial Management Behavior among Generation Z marketplace users. This study uses a quantitative approach with an associative design. The research sample consists of 113 marketplace users who are students of the Faculty of Economics and Business, Dian Nuswantoro University, Class of 2022 Generation selected using purposive sampling technique. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The research results show that Social Comparison Orientation, Financial Self-Efficacy, and Financial Literacy have a positive and significant impact on Financial Management Behavior. The higher the social comparison orientation, self-confidence in managing finances, and level of financial literacy, the better the financial management behavior exhibited. These findings underscore the importance of social factors, self-confidence, and financial literacy in shaping the financial management behavior of Generation Z marketplace users. Further research is recommended to expand the respondent scope in order to obtain a more diverse picture of Generation Z's financial management behavior.]]>
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