Pengaruh Religiositas, Financial Literacy, Peer Influence, dan Self-Control Terhadap Perilaku Konsumtif Generasi Z

Abstract

Perkembangan teknologi telah membawa perubahan besar dalam pola konsumsi masyarakat. Kondisi tersebut dapat mendorong munculnya perilaku konsumtif, khususnya pada Generasi Z. Penelitian ini bertujuan menganalisis hubungan karakteristik responden dengan religiositas, financial literacy, peer influence, dan self-control, serta menganalisis pengaruh langsung dan tidak langsung antarvariabel pada Generasi Z. Penelitian ini menggunakan desain cross sectional study dengan metode survei terhadap responden berusia 18–26 tahun yang dipilih menggunakan teknik voluntary sampling. Data dianalisis menggunakan analisis deskriptif, uji korelasi, dan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa religiositas berpengaruh negatif signifikan terhadap perilaku konsumtif, financial literacy berpengaruh positif signifikan terhadap self-control, dan peer influence berpengaruh positif signifikan terhadap perilaku konsumtif. Temuan penelitian menunjukkan bahwa religiositas merupakan faktor internal, sedangkan peer influence merupakan faktor eksternal yang berperan dalam perilaku konsumtif.

Technological advancements have brought about significant changes in people’s consumption patterns. These conditions may encourage the emergence of consumerist behavior, particularly among Generation Z. This study aims to analyze the relationship between respondents’ characteristics and religiosity, financial literacy, peer influence, and self-control, as well as to analyze the direct and indirect effects among these variables in Generation Z. This study employs a cross sectional design using a survey method targeting respondents aged 18–26 years, selected through voluntary sampling. Data were analyzed using descriptive analysis, correlation tests, and Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that religiosity has a significant negative effect on consumerist behavior, financial literacy has a significant positive effect on self-control, and peer influence has a significant positive effect on consumerist behavior. The findings indicate that religiosity is an internal factor, while peer influence is an external factor that plays a role in consumer behavior.