The Influence of Cashless Payments, Financial Literacy, and Social Media on Generation Z’s Consumption Behavior in Cirebon
Article Sidebar
Main Article Content
Abstract
Advances in digital technology have driven the growing use of cashless payments, which offer convenience and efficiency in transactions. However, this convenience also has the potential to shift consumption patterns toward greater spending. This situation becomes increasingly problematic when the high use of cashless payments is not balanced by adequate financial literacy, leaving individuals less able to control their spending. Additionally, the high use of social media, with its various promotions, trends, and consumerist lifestyles, is also suspected of reinforcing the drive toward consumption. This phenomenon indicates a relationship between cashless payments, financial literacy, and social media that warrants further research, particularly among Generation Z in the city of Cirebon.
This study aims to examine the influence of cashless payments, financial literacy, and social media on consumer behavior. The study employs a quantitative approach using primary data collected through questionnaires, interviews, and literature review. The study population consists of Generation Z in Cirebon City who use cashless payments in their daily consumption activities. The research sample consisted of 100 respondents selected using non-probability sampling with a purposive sampling method. Data analysis was conducted through tests of validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity, as well as multiple linear regression and hypothesis testing.
The results of the study indicate that cashless payments and social media have a positive and significant effect on consumer behavior, while financial literacy has a negative and significant effect. Collectively, these three variables have a significant effect on the consumer behavior of Generation Z in Cirebon City.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Khayyirah, S., Kurniawan, R. A., & Gemilang, S. G. (2022). Analisis Penggunaan Alat Pembayaran Non Tunai Pada Tingkat Mahasiswa Universitas Islam Negeri Mataram Tahun 2021/2022. Society, 13(1), 7-17.
Kumala, I., & Mutia, I. (2020, January). Pemanfaatan Aplikasi Dompet Digital Terhadap Transaksi Retail Mahasiswa. In Semnas Ristek (Seminar Nasional Riset dan Inovasi Teknologi) (Vol. 4, No. 1).
Feryanto, A. R., & Trisnaningsih, S. (2023). Pengaruh Literasi Keuangan, Gaya Hidup Hedonisme, dan Perencanaan Keuangan Terhadap Pengelolaan Keuangan Pribadi Mahasiswa Akuntansi UPN" Veteran" Jawa Timur. AlKharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(5), 2742-2754.
Lahagu, Y. S. (2022). Pengaruh gaya hidup terhadap perilaku konsumsi generasi z di Kota Padangsidimpuan dengan pendapatan orang tua sebagai variabel moderating (Doctoral dissertation, UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan).
Wahyuni, E. (2025). Pengaruh Literasi Keuangan Dan Penggunaan Digital Payment Terhadap Perilaku Konsumtif Generasi Z Mahasiswa Di Mataram. Jurnal Aplikasi Perpajakan, 6(1), 395–407. https://doi.org/10.29303/jap.v6i1.141
Cahyani, D., Suherman, A., & Noor, I. (2024). Pengaruh Penggunaan Cashless dan Online Shopping Terhadap Perilaku Konsumtif Gen Z. Economic Reviews Journal, 3(4), 1238-1248.
Viana, E. D., Febrianti, F., & Dewi, F. R. (2021). Literasi keuangan, inklusi keuangan dan minat investasi generasi z di Jabodetabek. Jurnal Manajemen Dan Organisasi, 12(3), 252-264.
Zaman, D., & Kurniawan, M. I. (2023). Pengaruh Literasi Keuangan Dan Pendidikan Keuangan Di Keluarga Terhadap Perilaku Belanja Online Mahasiswa. Jrak (Jurnal Riset Akuntansi Dan Bisnis), 9(1), 264–273. https://doi.org/10.38204/jrak.v9i1.1210
Oktaviani, M., Oktaria, M., Alexandro, R., Eriawaty, & Rahman. (2023). Pengaruh Literasi Keuangan terhadap Perilaku Konsumtif Generasi Milenial. Jurnal Ilmiah Ilmu Sosial, 9(2), 1–11. https://ejournal.undiksha.ac.id/index.php/JIIS/article/view/68587
Maharani, C. V., & Bidhari, S. C. (2025). Fenomena Latte Factor Pada Generasi Z Jabodetabek: Pengaruh Cashless Society, Promosi Digital, Dan Literasi 92 Keuangan. Jurnal Maneksi (Management Ekonomi Dan Akuntansi), 14(3), 1362-1374.
Urvita, S. (2024). The Psychological Impact of Social Media on Gen Z. Interdisciplinary Humanities and Communication Studies, 1(5), 1–8. https://doi.org/10.61173/4aqek196
Rosita, S. (2022). Penggunaan Pembayaran Non-Tunai (Cashless Payment) Berbasis Kartu Dan Digital Di Indonesia. Jurnal Ekonomi : Journal of Economic, 13(2), 163.
Susetyo, D. P., & Firmansyah, D. (2023). Literasi ekonomi, literasi keuangan, literasi digital dan perilaku keuangan di era ekonomi digital. Economics and Digital Business Review, 4(1), 261-279.
Dafa, F., Pratama, G., & Susanto, B. (2022). Pengaruh Corporate Social Responsibility dan Likuiditas Terhadap Kinerja Keuangan Perusahaan yang Memperoleh Suistainability Reporting Award ( Studi Empiris pada Perusahaan Manufaktur yang terdaftar di ASRRAT dan SRA Tahun 2015-2020 ). 885–905.
Sugiyono, P. D. (2023). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Azizah, N., & Chalimatusadiah, C. (2025). Uji Validitas dan Uji Reliabilitas Instrumen Penelitian Pemahaman Konsep Dasar Aljabar. Jurnal Pendidikan Tambusai, 9(1), 6637–6643.
Difinubun, S., Nara, O. D., & Abdin, M. (2023). Analisis pengaruh sumber daya manusia terhadap aspek kinerja pekerja pada proyek pembangunan gedung laboratorium terpadu pendukung blok masela Universitas Pattimura. Journal Agregate, 2(1), 76– 86.
Lewinsky, J., & Krisnadi, A. R. (2020). Analisis Pengaruh Personal Branding Dan Restaurant Atmosphere Terhadap Keputusan Pembelian Konsumen Di 88 Korean. Jurnal Sains Terapan Pariwisata, 5(2), 18–24.
Galih, F. D., Susanto, B., & Farida, F. (2022). Pengaruh Corporate Social Responsibility dan Likuiditas Terhadap Kinerja Keuangan Perusahaan yang Memperoleh Suistainability Reporting Award (Studi Empiris pada Perusahaan Manufaktur yang terdaftar di ASRRAT dan SRA Tahun 2015-2020). UMMagelang Conference Series, 885–905.
Marnilin, F., Mutmainah, I., Yulia, I. A., & Mahfudi, A. Z. (2023). Pengaruh Perceived Value Terhadap Kepuasan Implementasi Program MBKM. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 1–10. https://doi.org/10.37641/jimkes.v11i1.936.
Nabil, A., Wirawan, M. A., Lauzzadani, R., & Rakhmawati, N. A. (2024). Pengaruh media sosial terhadap perilaku konsumtif mahasiswa ITS. IKOMIK: Jurnal Ilmu Komunikasi dan Informasi, 4(1), 38-43.
Nainggolan, H. (2022). Pengaruh Literasi Keuangan, Kontrol Diri, Dan Penggunaan E-Money Terhadap Perilaku Konsumtif Pekerja Produksi Pt Pertamina Balikpapan. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 810-826.
Idris, A., Hendratmoko, S., Widodo, E., Yaqin, M. H. A., & Ismail, A. K. N. (2023). Faktor-faktor yang mempengaruhi literasi keuangan generasi Z. Jurnal Cendekia Keuangan, 2(2), 82-93. https://doi.org/10.32503/jck.v2i2.3717
Jafar, M. K., Anggrainy, N. E., Suhardin, I., & Tohai, R. N. (2023). Gaya hidup dan perilaku konsumtif remaja di Manado. Maqrizi: Journal of Economics and Islamic Economics, 3(2), 96-105.
Jagaddhita, I. K. E. S., & Kusuma, P. S. A. J. (2024). Tinjauan Literatur: Implementasi Penggunaan E-Money Sebagai Pendukung Cashless Society Di Indonesia. Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi Dan Bisnis, 13(2), 9-20.