Faktor-Faktor Penentu Pemilihan Program Studi Dan Universitas Pada Generasi Z: Pengaruh Literasi Keuangan, Persepsi Biaya Pendidikan, Prospek Karier, Dan Media Sosial

Retta Farah Pramesti (Universitas Padjadjaran)
Farida Nuraeni Yusuf (Universitas Padjadjaran)

Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA)
Vol. 6 No. 3 (2026): Article Research November 2026

Choosing a field of study and a university represents a significant investment for Generation Z. This study examines the roles of financial literacy, perceptions of education costs, career prospects, personal interest, and social media. Methods: A quantitative survey was conducted involving 369 high school students (or equivalent), university students, and graduates in West Java, selected via purposive sampling. Data were analyzed using SEM-PLS with SmartPLS 4.0. Results: Financial literacy, cost perceptions, and career prospects positively influence interest, with career prospects emerging as the strongest predictor. Both interest and social media positively influence the decision-making process; however, social media negatively moderates the relationship between interest and the final decision. Conclusion: Generation Z’s educational decisions are shaped by rational evaluation, personal interest, and digital exposure. Higher education institutions need to develop communication strategies that are educational, transparent, and relevant.