FAKTOR DETERMINAN PERILAKU KONSUMTIF MAHASISWA GEN Z : LITERASI KEUANGAN, E-WALLET, ADVERTISING EXPOSURE DAN SELF-CONTROL
Abstract
Penelitian ini bertujuan untuk menguji pengaruh literasi keuangan, penggunaan e-wallet, dan paparan iklan terhadap perilaku konsumtif mahasiswa Generasi Z, dengan self-control sebagai variabel mediasi. Studi ini didasari oleh model Stimulus–Organism–Response (SOR), yang memandang perilaku konsumtif sebagai respons dari stimulus eksternal yang dimediasi oleh faktor psikologis internal. Pendekatan kuantitatif digunakan dalam penelitian ini dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Sampel terdiri dari 210 mahasiswa aktif di Kabupaten Garut yang telah menggunakan e-wallet dan media sosial secara intensif selama 12 bulan terakhir. Instrumen penelitian berupa kuesioner tertutup dengan skala Likert lima poin yang mencakup lima konstruk utama: literasi keuangan, penggunaan e-wallet, advertising exposure, self-control, dan perilaku konsumtif. Hasil penelitian menunjukkan bahwa literasi keuangan memiliki pengaruh signifikan terhadap self-control, dan self-control berpengaruh negatif signifikan terhadap perilaku konsumtif. Mediasi self-control juga terbukti signifikan dalam hubungan antara literasi keuangan dan perilaku konsumtif. Sebaliknya, penggunaan e-wallet dan paparan iklan tidak menunjukkan pengaruh signifikan baik terhadap self-control maupun perilaku konsumtif secara langsung maupun tidak langsung. Temuan ini menekankan pentingnya aspek internal mahasiswa, khususnya self-control, dalam mengelola dorongan konsumtif di era digital. Penelitian ini memberikan kontribusi praktis bagi institusi pendidikan dalam merancang program literasi keuangan berbasis kontrol diri serta bagi industri digital untuk mempertimbangkan pendekatan etis dalam strategi pemasaran. Kata kunci: Literasi keuangan, e-wallet, Advertising Exposure, self control, perilaku konsumtif.
References
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Elnina, D. R. (2022). Kemampuan Self Control Ditinjau Dari Perilaku Impulsive Buying Terhadap Produk Fashion Pada Mahasiswa. Psikodinamika - Jurnal Literasi Psikologi, 2(1), 01–19. https://doi.org/10.36636/psikodinamika.v2i1.955.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). The Results of PLS-SEM Article information. European Business Review, 31(1), 2–24.
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231172678.
Iswandyah, P., Argy, R., Dzaky, D., Anisa, B., Febrina, R., & Hawini, G. (2024). Analisis Pengaruh Penggunaan Dompet Digital Terhadap Perilaku Konsumtif Mahasiswa Universitas Palangka Raya Angkatan 2023. 23(April), 121–130.
Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2428779.
Karthika, N. S., Chaidir, T., & Suprapti, I. A. P. (2024). The Influence Of E-Wallet Use on Consumptive Behavior of Mataram City Communities Moderate by Self-Control. The Eastasouth Management and Business, 3(1), 65–76. https://doi.org/10.58812/esmb.v3i1.335.
Kim, C., Tao, W., Shin, N., & Kim, K. S. (2010). An empirical study of customers’ perceptions of security and trust in e-payment systems. Electronic Commerce Research and Applications, 9(1), 84–95. https://doi.org/10.1016/j.elerap.2009.04.014.
Kimiagari, S., & Asadi Malafe, N. S. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61(April), 102567 https://doi.org/10.1016/j.jretconser.2021.102567.
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Logan et al. (2015). Do users look at banner ads on Facebook? Journal of Research in Interactive Marketing, 34(1), 1–5.
Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5
Mandell, L. (2008). Financial literacy of high school students. Handbook of Consumer Finance Research, 163–183. https://doi.org/10.1007/978-0-387-75734-6_10
Mariana, R., Wahyuni, R., Rahmat, A., Oskar, D. P., & Mariana, R. (2025). Peran Self-Control Sebagai Mediasi Penggunaan E-Wallet dan. 18, 47–52. https://doi.org/10.35134/jpsy165.v18i1.518.
Nu’man, M. (2023). Examining The Effects of Envy, Narsicism, And Materialism on social media usage intensity and conspicous consumption A. Aleph, 87(1,2),149–200.
Purwaningtyas, P., & Sari, D. E. (2025). Financial Literacy and Digital Payment Adoption as Economic Drivers of Consumer Shopping Behavior and Self-Control. International Journal of Economics Development Research (IJEDR), 6(2), 724–735. https://doi.org/10.37385/ijedr.v6i2.7329.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452.
Sanny, L., Chandra, G. R., Chelles, K., & Santoso, L. A. (2023). the Impulse Buying of Gen Z When Using E-Wallet in Indonesia. Journal of Applied Engineering and Technological Science, 5(1), 88–100. https://doi.org/10.37385/jaets.v5i1.2600.
Saputri, R., & Setiawan, A. (2024). Unlocking Consumer Behavior: The Impact of DANA E-Wallet, Lifestyle, and Self-Control. Journal of Islamic Studies and Education, 3(1), 1–12. https://doi.org/10.63120/jise.v3i1.41.
Shockey, S. S. (2002). Low-Wealth Adults Financial Literacy, Money Management Behaviours, and Associated Factors Including Critical Thinking. Dissertation: The Ohio State University, 130(2), 556. http://dx.doi.org/10.1016/j.jaci.2012.05.050.
Sri Darmawati, L. E., Ruski, R., Jannah, R., & Jailani, A. (2023). The Effect of Financial Literacy and Self-Control on Students’ Consumptive Behavior. Muhasabatuna : Jurnal Akuntansi Syariah, 5(1), 013–020. https://doi.org/10.54471/muhasabatuna.v5i1.2344.
Sugiono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Issue January).
Sulistyowati, S. N. (2024). The influence of Financial Technology on Impulse Buying in Gen Z moderated by Financial Literacy. 562–571.
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The Determinants of Impulsive Buying Behavior in Electronic Commerce. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127500.
Yucha, N., & Angelina Nur Rohmah, R. (2023). The Effect Of E-Wallet, a Hedonist Lifestyle with Self Control as an Intervening Variable on Consumptive Behavior. Journal of Applied Management and Business, 4(2), 105–112. https://doi.org/10.37802/jamb.v4i2.522.
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14(February), 1–12. https://doi.org/10.3389/fpsyg.2023.1069050.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1.
Artadita, S., & Firmialy, S. D. (2024). How Does Self-Control Moderate Shopping Enjoyment and Impulse Buying Among Generation Z Online Gamers? Binus Business Review, 15(2), 179–189. https://doi.org/10.21512/bbr.v15i2.10697
Ayuningtyas, M. F., & Irawan, A. (2021). the Influence of Financial Literacy on Bandung Generation Z Consumers Impulsive Buying Behavior With Self-Control As Mediating Variable. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 155–171. https://doi.org/10.35631/aijbes.39012
Bell, R., Mieth, L., & Buchner, A. (2022). Coping with high advertising exposure: a source-monitoring perspective. Cognitive Research: Principles and Implications, 7(1). https://doi.org/10.1186/s41235-022-00433-2
Cahya Nabila Dwi, Erviani, N., Alpina, R., Alpita, R., Citra Nisa Farza, T., Studi Ekonomi Syariah, P., Syekh Abdul Halim Hasan, I., & Utara, S. (2024). Analisis Penggunaan Aplikasi E-Wallet Terhadap Pola Konsumsi Mahasiswa Institut Syekh Abdul Halim. Jurnal Ekonomi Syariah, 3(2), 107–120. https://doi.org/10.59342/istimrar.v3i2.760
Charan, Y. Y. P., & Rahayu, M. N. M. (2022). Self-Control dan Impulsive Buying Wanita Dewasa Awal Pada Masa Pandemi. Psikoborneo: Jurnal Ilmiah Psikologi, 10(4), 662. https://doi.org/10.30872/psikoborneo.v10i4.9100.
Coley, A., & Burgess, B. (2003). Gender differences in cognitive and affective impulse buying. Journal of Fashion Marketing and Management, 7(3), 282–295. https://doi.org/10.1108/13612020310484834.
Davis, F. D. (1989). Davis 1989.pdf. In MIS Quarterly (Vol. 13, Issue 3, pp. 319–340). http://www.jstor.org/stable/249008.
De Ridder, D. T. D., Lensvelt-Mulders, G., Finkenauer, C., Stok, F. M., & Baumeister, R. F. (2018). Taking stock of self-control: A meta-analysis of how trait self-control relates to a wide range of behaviors. Self-Regulation and Self-Control: Selected Works of Roy F. Baumeister, 213–255. https://doi.org/10.4324/9781315175775.
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020.
Edeh, E., Lo, W.-J., & Khojasteh, J. (2023). Review of Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813.
Efendi, R., Indartono, S., & Sukidjo, S. (2019). the Mediation of Economic Literacy on the Effect of Self Control on Impulsive Buying Behaviour Moderated By Peers. International Journal of Economics and Financial Issues, 9(3), 98–104. https://doi.org/10.32479/ijefi.7738.
Elnina, D. R. (2022). Kemampuan Self Control Ditinjau Dari Perilaku Impulsive Buying Terhadap Produk Fashion Pada Mahasiswa. Psikodinamika - Jurnal Literasi Psikologi, 2(1), 01–19. https://doi.org/10.36636/psikodinamika.v2i1.955.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). The Results of PLS-SEM Article information. European Business Review, 31(1), 2–24.
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231172678.
Iswandyah, P., Argy, R., Dzaky, D., Anisa, B., Febrina, R., & Hawini, G. (2024). Analisis Pengaruh Penggunaan Dompet Digital Terhadap Perilaku Konsumtif Mahasiswa Universitas Palangka Raya Angkatan 2023. 23(April), 121–130.
Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2428779.
Karthika, N. S., Chaidir, T., & Suprapti, I. A. P. (2024). The Influence Of E-Wallet Use on Consumptive Behavior of Mataram City Communities Moderate by Self-Control. The Eastasouth Management and Business, 3(1), 65–76. https://doi.org/10.58812/esmb.v3i1.335.
Kim, C., Tao, W., Shin, N., & Kim, K. S. (2010). An empirical study of customers’ perceptions of security and trust in e-payment systems. Electronic Commerce Research and Applications, 9(1), 84–95. https://doi.org/10.1016/j.elerap.2009.04.014.
Kimiagari, S., & Asadi Malafe, N. S. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61(April), 102567 https://doi.org/10.1016/j.jretconser.2021.102567.
Kutz, K. O., Cheney, J., Espinal, K., & Flynn, E. (2024). Proceedings of the New York State Communication Association Social Media Influencers’ Impact on Consumer Purchasing Decisions Social Media Influencers’ Impact on Consumer Purchasing Decisions. 2023(September).
Logan et al. (2015). Do users look at banner ads on Facebook? Journal of Research in Interactive Marketing, 34(1), 1–5.
Lusardi, A., & Mitchell, O. S. (2014). The economic importance of financial literacy: Theory and evidence. Journal of Economic Literature, 52(1), 5–44. https://doi.org/10.1257/jel.52.1.5
Mandell, L. (2008). Financial literacy of high school students. Handbook of Consumer Finance Research, 163–183. https://doi.org/10.1007/978-0-387-75734-6_10
Mariana, R., Wahyuni, R., Rahmat, A., Oskar, D. P., & Mariana, R. (2025). Peran Self-Control Sebagai Mediasi Penggunaan E-Wallet dan. 18, 47–52. https://doi.org/10.35134/jpsy165.v18i1.518.
Nu’man, M. (2023). Examining The Effects of Envy, Narsicism, And Materialism on social media usage intensity and conspicous consumption A. Aleph, 87(1,2),149–200.
Purwaningtyas, P., & Sari, D. E. (2025). Financial Literacy and Digital Payment Adoption as Economic Drivers of Consumer Shopping Behavior and Self-Control. International Journal of Economics Development Research (IJEDR), 6(2), 724–735. https://doi.org/10.37385/ijedr.v6i2.7329.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452.
Sanny, L., Chandra, G. R., Chelles, K., & Santoso, L. A. (2023). the Impulse Buying of Gen Z When Using E-Wallet in Indonesia. Journal of Applied Engineering and Technological Science, 5(1), 88–100. https://doi.org/10.37385/jaets.v5i1.2600.
Saputri, R., & Setiawan, A. (2024). Unlocking Consumer Behavior: The Impact of DANA E-Wallet, Lifestyle, and Self-Control. Journal of Islamic Studies and Education, 3(1), 1–12. https://doi.org/10.63120/jise.v3i1.41.
Shockey, S. S. (2002). Low-Wealth Adults Financial Literacy, Money Management Behaviours, and Associated Factors Including Critical Thinking. Dissertation: The Ohio State University, 130(2), 556. http://dx.doi.org/10.1016/j.jaci.2012.05.050.
Sri Darmawati, L. E., Ruski, R., Jannah, R., & Jailani, A. (2023). The Effect of Financial Literacy and Self-Control on Students’ Consumptive Behavior. Muhasabatuna : Jurnal Akuntansi Syariah, 5(1), 013–020. https://doi.org/10.54471/muhasabatuna.v5i1.2344.
Sugiono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Issue January).
Sulistyowati, S. N. (2024). The influence of Financial Technology on Impulse Buying in Gen Z moderated by Financial Literacy. 562–571.
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The Determinants of Impulsive Buying Behavior in Electronic Commerce. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127500.
Yucha, N., & Angelina Nur Rohmah, R. (2023). The Effect Of E-Wallet, a Hedonist Lifestyle with Self Control as an Intervening Variable on Consumptive Behavior. Journal of Applied Management and Business, 4(2), 105–112. https://doi.org/10.37802/jamb.v4i2.522.
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14(February), 1–12. https://doi.org/10.3389/fpsyg.2023.1069050.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2025-09-30
How to Cite
Jaman, M., Kusmiati, E., & Wufron, W. (2025). FAKTOR DETERMINAN PERILAKU KONSUMTIF MAHASISWA GEN Z : LITERASI KEUANGAN, E-WALLET, ADVERTISING EXPOSURE DAN SELF-CONTROL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 871-893. https://doi.org/10.31955/mea.v9i3.6303
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