THE EFFECTS OF E-COMMERCE, E-WALLET, AND ONLINE LOANS ON THE CONSUMPTIVE BEHAVIOR OF GENERATION Z IN BANDUNG CITY

Abstract

This study aims to analyze the effects of e-commerce, e-wallets, and online loans on the consumptive behavior of Generation Z in Bandung City. A quantitative approach was employed using a survey method and an online Likert-scale questionnaire. The unit of analysis consisted of Generation Z individuals aged 18–29 years who resided in Bandung City, actively used e-commerce and e-wallet services, and had used or were currently using online loan or paylater services. Purposive sampling was applied, resulting in 104 respondents. Data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression, complemented by t-tests, F-tests, and the coefficient of determination using SPSS. The results show that: (1) e-commerce has no significant effect on the consumptive behavior of Generation Z in Bandung City (β = −0.126, p = 0.148); (2) e-wallets have a positive and significant effect on consumptive behavior (β = 0.515, p < 0.001); (3) online loans have a positive and significant effect on consumptive behavior (β = 0.493, p < 0.001); and (4) e-commerce, e-wallets, and online loans simultaneously have a significant effect on consumptive behavior, jointly explaining 57.5% of its variance. These findings highlight the importance of improving digital financial literacy, moderating the use of e-wallet and paylater facilities, and applying budget planning to reduce consumptive tendencies among Generation Z. Educational institutions are encouraged to strengthen education on personal financial management and the risks of digital debt so that Generation Z can use digital financial services more wisely.