The Role of Self-Control in Mediating the Influence of Digital and Social Factors on Consumptive Behavior among Generation Z in Wonosobo

Abstract

Technological advances are changing consumer behavior patterns, and a survey conducted by the Alvara Research Center in 2024 found that 39.6% of Gen Z falls into the category of impulsive consumers. This study discusses and analyzes the effects of e-wallets, social media, and peer environments on consumptive behavior, while also identifying the mediating role of self-control. The study applies PLS-SEM analysis using SmartPLS version 4.0 based on online survey data collected through purposive sampling from 170 respondents who were active users of digital transactions. The findings indicate that e-wallets, social media, and peer environments significantly influence consumptive behavior. Furthermore, self-control is proven to mediate the relationship between e-wallet usage and consumptive behavior but does not mediate the effects of social media and peer environments, suggesting that these two factors exert a direct influence on consumption patterns. The study provides important implications for the development of financial literacy programs and financial management education aimed at helping younger generations cultivate more responsible and rational consumption habits.