LITERASI KEUANGAN, GAYA HIDUP, DAN PERILAKU KONSUMTIF GENERASI Z DI ERA EKONOMI DIGITAL

Abstract

The development of the digital economy has transformed the way people engage in economic activities, including accessing financial information, conducting transactions, using digital payment services, and fulfilling consumption needs. Generation Z, as a cohort that has grown up in a technology-oriented environment, is one of the groups most intensively engaged with the digital economic ecosystem. The convenience of e-commerce, digital wallets, buy-now-pay-later services, algorithm-based promotions, and social media has the potential to shape new lifestyles and consumption patterns. Under these circumstances, financial literacy plays an important role because the ability to understand, plan, and manage personal finances can influence individual consumption decisions. This study aims to analyze the conceptual relationship between financial literacy, lifestyle, and Generation Z's consumptive behavior in the context of the digital economy. The research employs a qualitative approach using a literature review method. Data were obtained from relevant scholarly articles and academic publications concerning financial literacy, consumptive behavior, lifestyle, Generation Z, financial technology, and the digital economy, with priority given to publications from the last five years. The analysis was conducted thematically by identifying, categorizing, comparing, and synthesizing previous research findings. The results indicate that financial literacy plays an important role in enabling Generation Z to distinguish between needs and wants, assess transaction risks, prepare budgets, and control spending. In contrast, lifestyles oriented toward trends, experiences, status symbols, and social recognition may strengthen consumptive tendencies. The digital economy provides convenience and efficiency in consumption but also creates an environment that encourages impulsive purchasing through personalized promotions, flash sales, free shipping, influencer marketing, and deferred payment systems. Therefore, improving financial literacy should not be limited to financial knowledge but should also include self-control, digital information evaluation, and responsible consumption decision-making. This study concludes that maintaining a balance between financial literacy, lifestyle, and consumption control is essential for developing healthy economic behavior among Generation Z in the digital era.