PENGARUH TEKNOLOGI FINANSIAL, LITERASI FINANSIAL, GAYA HIDUP, DAN KONFORMITAS TEMAN TERHADAP PERILAKU KONSUMTIF REMAJA ERA 5.0
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This research is motivated by the increasing phenomenon of consumer behavior estimated to occur in approximately 28% of Indonesians, particularly among adolescents living in the Society 5.0 era, a generation highly integrated with digital technology. This study aims to analyze the influence of financial technology, financial literacy, lifestyle, and peer conformity on adolescent consumer behavior. The study population was adolescents in the 5.0 era, while the sample size was 548 respondents determined using the Slovin formula. The sampling technique used purposive sampling because the study focused on adolescent users of financial technology services, such as digital wallets, paylater, and online payment applications. The study used a quantitative approach with a questionnaire instrument distributed through Google Forms. The research instrument has undergone validity and reliability tests before use. Data were analyzed using descriptive analysis to describe respondent characteristics and consumer behavior tendencies, and multiple linear regression analysis to test the influence between variables. The results showed that financial technology, lifestyle, and peer conformity had a positive and significant influence on adolescent consumer behavior, while financial literacy had no significant influence. These findings indicate that ease of access to digital transactions and social pressure from peers are more dominant in driving consumption than adolescents' financial knowledge. Therefore, strengthening financial literacy education is needed along with developing self-control and financial decision-making skills so that adolescents are able to use digital financial services wisely and avoid being trapped in excessive consumer behavior.
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