Pengaruh Financial Literacy, Mental Accounting, Peer Conformity, Lifestyle, Self Control, Dan E-Wallet Terhadap Perilaku Konsumtif Gen-Z Pengunjung Coffee Shop Di Kota Surabaya

The Influence of Financial Literacy, Mental Accounting, Peer Conformity, Lifestyle, Self Control, and E-Wallet on the Consumptive Behavior of Gen-Z Coffee Shop Visitors in the City of Surabaya

This research analyzes the relationship between financial literacy, mental accounting, peer conformity, lifestyle, self-control, and e-wallet on consumer behavior. The object of this research is Generation Z visitors to coffee shop in the city of Surabaya. This research uses purposive sampling in data collection. There were 248 generation Z respondents who visited coffee shops in the city of Surabaya. Distribution of questionnaires was carried out online and offline. This research uses Structural Equation Modeling (SEM) analysis techniques in AMOS version 24 software to produce research output. The results of this study show that financial literacy, mental accounting, peer conformity, lifestyle, self-control, and e-wallet have a significant effect on consumer behavior. This research aims to socialize the importance of knowledge in managing finances so that they are more rational in making decisions, especially for Generation Z visitors to coffee shops in the city of Surabaya.

Keywords: consumptive behaviour; e-wallet; financial literacy; mental accounting; self control