DIGITAL FINANCE STUDY: THE INTERACTION OF PROMOTION, QRIS, AND FINANCIAL LITERACY ON GEN Z CONSUMPTIVE BEHAVIOR

Siti Melani Hari Rahmawati; Judi Budiman; Chrisna Suhendi

doi:10.29303/jaa.v11i1.878

Authors

Siti Melani Hari Rahmawati Universitas Islam Sultan Agung
Judi Budiman Universitas Islam Sultan Agung
Chrisna Suhendi Universitas Islam Sultan Agung

DOI:

https://doi.org/10.29303/jaa.v11i1.878

Keywords:

Consumptive Behavior, Financial Literacy, Generation Z, Promotion, QRIS

Abstract

The growth of digital payments in Indonesia has influenced Generation Z’s lifestyle and consumption patterns. QRIS (Quick Response Code Indonesian Standard) makes transactions more convenient, while promotions such as discounts and cashback can drive purchasing decisions. On the other hand, financial literacy helps individuals manage their finances and control their spending. Previous studies have examined the effects of financial literacy and cashless payments on Generation Z’s consumption behavior, but cashless payments have generally been studied in broad terms. The use of QRIS and promotions as external factors needs to be examined in conjunction with financial literacy to provide a more specific understanding of consumption behavior. This study seeks to examine the impact of promotions, QRIS utilization, and financial literacy on the consumption behavior of Generation Z among students at Sultan Agung Islamic University (UNISSULA). The study employs a quantitative approach with 115 respondents. Data were collected via a questionnaire and analyzed using multiple linear regression with SPSS. The results show that promotions and the use of QRIS have a positive and significant effect on consumption behavior, while financial literacy has a negative and significant effect. These findings indicate that promotions and the ease of digital payments can increase consumption tendencies, while financial literacy plays a role in curbing Generation Z’s consumption behavior.

References

Al-Qudah, A. A., Al-Okaily, M., Shiyyab, F. S., Taha, A. A. D., Almajali, D. A., Masa’deh, R., & Warrad, L. H. (2024). Determinants of digital payment adoption among generation z: an empirical study. Journal of Risk and Financial Management, 17(11), 521. https://doi.org/10.3390/jrfm17110521

Andreas Pandu Prasetya, Alfin Lazuardy Nur, Yusrizal Abdul Khamid, & Muhammad Zahraan Sakti. (2024). Pengaruh perceived ease of use dan promotion pada layanan aplikasi gopay terhadap consumptive behavior mahasiswa S1 Fakultas Ekonomi 2022 Universitas Negeri Jakarta. Jurnal Ekonomi, Akuntansi, Dan Perpajakan, 2(1), 36–55. https://doi.org/10.61132/jeap.v2i1.740

Athalia Asta Dewi. (2024). The effect of digital payment on generation z’s consumptive behaviour. International Journal Administration, Business & Organization, 5(3), 75–85. https://doi.org/10.61242/ijabo.24.321

Efriyanto, E., Rozza, S., & Anggun, L. (2025). The influence of financial literacy and cashless payment on consumptive behavior of generation z in Jakarta. International Journal of Current Science Research and Review, 08(07). https://doi.org/10.47191/ijcsrr/V8-i7-48

Fadhilah, N. (2023). Pengaruh penggunaan aplikasi belanja online, gaya hidup dan literasi keuangan terhadap perilaku konsumtif mahasiswa. Journal of Business & Applied Management, 16(2), 141. https://doi.org/10.30813/jbam.v16i2.4293

Frmansah, F., & Komalasari, D. (2024). Celebrity endorsements, E-WOM, and promotions significantly boost youth purchase interest in indonesia. Indonesian Journal of Law and Economics Review, 19(3). https://doi.org/10.21070/ijler.v19i3.1137

Idris, M., & Priono, H. (2025). Implications of managerial financial literacy on Generation Z’s consumptive behavior. JIEMAN: Journal of Islamic Educational Management, 7(1), 32–42. https://doi.org/10.35719/jieman.v7i1.287

Indriani, R., Valenty, Y. A., & Atmoko, A. D. (2024). Determinants of QRIS adoption among students: the roles of knowledge, ease of use, financial literacy, and perceived benefits. E-Jurnal Akuntansi, 34(10). https://doi.org/10.24843/EJA.2024.v34.i10.p16

Kurniawan, F. (2023). The effect of discounts, vouchers, and cashbacks on customer interest using digital payments (Case study on ShopeePay Generation Z users in Bandung City). Proceedings of the International Conference on Industrial Engineering and Operations Management, 2323–2328. https://doi.org/10.46254/SA03.20220439

Mareta, Y., & Meiryani, M. (2023). Determinants of interest using qris as a payment technology for e-wallet by z generation in Indonesia. Syntax Literate; Jurnal Ilmiah Indonesia, 8(2), 800. https://doi.org/10.36418/syntax-literate.v8i2.11175

Mellisa, M., & Rosmida, R. (2023). Pengaruh literasi keuangan, promosi penjualan dan gaya hidup terhadap perilaku konsumtif pengguna paylater. Jurnal Akuntansi Dan Bisnis, 9(1). https://doi.org/10.47686/jab.v9i1.582

Mointi, R., & Sauw, O. (2023). Promosi cashback, kepuasan dan loyalitas pelanggan dalam pelayanan e-commerce (studi kasus pelanggan Tokopedia). YUME: Journal of Management, 6(1), 251. https://doi.org/10.37531/yum.v6i1.3547

Oktavendi, T. W., & Mu’ammal, I. (2022). Acceptance model for predicting adoption of Zakat, Infaq, and Sodaqoh (ZIS) digital payments in Generation Z. Journal of Islamic Accounting and Business Research, 13(4), 684–700. https://doi.org/10.1108/JIABR-09-2021-0267

Parhan, M., Taufik Rakhmat, A. T. R., Abyan Ashshidqi, M., Sylvia Dewi, L., Bunga Edelweis, S. L., & Regina Prayoga, F. (2022). Islamic financial planning: konsep literasi keuangan syariah sebagai alternatif perencanaan finansial bagi mahasiswa. Ekonomi Islam, 13(1), 65–84. https://doi.org/10.22236/jei.v13i1.8417

Pura, M. P., & Madiawati, P. N. (2021). Pengaruh promotion mix dan gaya hidup terhadap keputusan pembelian di shopee dengan perilaku konsumen sebagai variabel intervening. JEMMA (Journal of Economic, Management and Accounting), 4(2), 204. https://doi.org/10.35914/jemma.v4i2.752

Purwaningtyas, P., & Sari, D. E. (2025). Financial literacy and digital payment adoption as economic drivers of consumer shopping behavior and self-control. International Journal of Economics Development Research (IJEDR), 6(2), 724–735. https://doi.org/10.37385/ijedr.v6i2.7329

Rahayu, F. S., Risman, A., Firdaus, I., & Haningsih, L. (2023). The behavioral finance of MSME in Indonesia: Financial literacy, financial technology (Fintech), and financial attitudes. International Journal of Digital Entrepreneurship and Business, 4(2). https://doi.org/10.52238/ideb.v4i2.127

Sari, V. N., & Anggraini, D. (2020). Factors affecting community interest in the use of non-cash (digital) payments. JHSS (Journal of Humanities and Social Studies), 4(2), 185–191. https://doi.org/10.33751/jhss.v4i2.2493

Shiega, F., Purba, M. I., Winston, J., & Aliah, N. (2024). Pengaruh literasi keuangan, gaya hidup, dan electronic money terhadap perilaku konsumtif mahasiswa Generasi Gen-Z. Journal of Economic, Bussines and Accounting (COSTING), 7(5), 4259–4270. https://doi.org/10.31539/costing.v7i5.12302

Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Wangi, L. P., & Andarini, S. (2021). Pengaruh flash sale dan cashback terhadap perilaku impulse buying pada pengguna Shopee. Jurnal Bisnis dan Kajian Strategi Manajemen, 5(1). https://doi.org/10.35308/jbkan.v5i1.3424