The Influence of Digital Literacy and Income on the Consumptive Behavior of Generation Z in Gowa Regency with E-Commerce Usage as a Moderating Variable

Syamsul Rijal; A. Indah Mutmainna; Andi Caezar To Tadampali; Nur Arisah; Ratnah Ratnah

doi:10.31004/innovative.v5i2.18611

Authors

Syamsul Rijal Universitas Negeri Makassar
A. Indah Mutmainna Universitas Negeri Makassar
Andi Caezar To Tadampali Universitas Negeri Makassar
Nur Arisah Universitas Negeri Makassar
Ratnah Ratnah Universitas Negeri Makassar

DOI:

https://doi.org/10.31004/innovative.v5i2.18611

Abstract

This study aims to gain knowledge and understanding of the influence of digital literacy and income on the consumptive behavior of Generation Z in Gowa Regency, with e-commerce usage as a moderating variable. The method used in this research is quantitative research with a descriptive research type. The sample in this study consists of 100 respondents. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) model. The results show that digital literacy significantly influences consumptive behavior. Income significantly influences consumptive behavior. Digital literacy significantly influences e-commerce usage. Income significantly influences e-commerce usage. E-commerce usage significantly influences consumptive behavior. E-commerce usage is able to moderate the relationship between digital literacy and consumptive behavior. However, e-commerce usage does not moderate the relationship between income and consumptive behavior

References

Abílio Oliveira, I. M. (2023). Analysis of the influence of hedonic digital lifestyle on consumptive e-shopping behavior of Generation Z through e-commerce applications. Jurnal Sistim Informasi Dan Teknologi, 5(3), 85–91. https://doi.org/10.60083/jsisfotek.v5i3.309

Afandy, C., & Niangsih, F. F. (2020). Literasi keuangan dan manajemen keuangan pribadi mahasiswa di Provinsi Bengkulu. The Manager Review, 2(2), 68–98. https://doi.org/10.33369/tmr.v2i2.16329

Afiat, M. N., & Rijal, S. (2023). Analysis of the use of e-commerce in improving entrepreneurial business competitiveness. Jurnal Minfo Polgan, 12(1), 468–479. https://doi.org/10.33395/jmp.v12i1.12439

Aksu, S. (2020). Luxury perception of low and middle-income Generation Z and their luxury consumption motivations. International Journal of Social, Political and Economic Research, 7(4), 939–959. https://doi.org/10.46291/ijospervol7iss4pp939-959

Amaliya, S., Radyi, M., Ridzwan, R., Muna, N., Ariff, M., & Rahman, A. (2024). Influences on Generation Z’s purchasing decision-making on e-commerce platforms: Beyond products and website design. International Journal of Academic Research in Business and Social Sciences, 14(12), 2457–2469. https://doi.org/10.6007/IJARBSS/v14-i12/24203

Amelia, V., & Prasetyo, D. (2023). Manfaat literasi digital generasi Z sebagai preferensi tujuan wisata dan promosi pariwisata. Ideas: Jurnal Pendidikan, Sosial, Dan Budaya, 9(2), 377. https://doi.org/10.32884/ideas.v9i2.1282

Anggaraeni, M., & Widayati, S. (2022). Pengaruh penggunaan e-commerce terhadap perilaku konsumtif mahasiswa pendidikan ekonomi Universitas Ivet Semarang. Journal of Economic Education and Entrepreneurship, 3(2), 43–50. https://doi.org/10.31331/jeee.v3i2.2390

Aparicio, M., Costa, C. J., & Moises, R. (2021). Gamification and reputation: Key determinants of e-commerce usage and repurchase intention. Heliyon, 7(3), e06383. https://doi.org/10.1016/j.heliyon.2021.e06383

Asanprakit, S., & Kraiwanit, T. (2023). Causal factors influencing the use of social commerce platforms. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100172. https://doi.org/10.1016/j.joitmc.2023.100172

Asrun, N. A., & Gunawan, A. (2024). Pengaruh gaya hidup dan media sosial terhadap perilaku konsumtif generasi Z di Kota Medan dengan literasi keuangan sebagai media intervening. Jurnal Manajemen Bisnis Dan Keuangan, 5(1), 173–186. https://doi.org/10.51805/jmbk.v5i1.205

Bastomi, M., Hermawan, A., & Handayati, P. (2023). The effect of digital literacy, e-commerce business trend, mobile payment, and income expectations on intention in digital-based entrepreneurship. International Journal of Applied Finance and Business Studies, 11(3), 688–698.

Dharmawan, D., Rusman, H., Nuryanto, U. W., Cakranegara, P. A., & Munizu, M. (2024). Analysis of the influence of perceived benefit, digital security, and perceived ease of use on intention to purchase using the digital wallet application. Jurnal Informasi dan Teknologi, 6, 12–17. https://doi.org/10.60083/jidt.v6i2.523

Duarte, C. (2024). Technological acceptance of e-commerce by Generation Z in Portugal. Information (Switzerland, 15(7). https://doi.org/10.3390/info15070383

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Eid, R., & El-Gohary, H. (2013). The impact of e-marketing use on small business enterprises' marketing success. The Service Industries Journal, 33(1), 31–50. https://doi.org/10.1080/02642069.2011.594878

Fernández, S. R., & Bortoluzzi, S. C. (2024). Social media influence on consumer purchasing decisions among Generation Z: A systematic review. Journal of Digital Marketing, 6(1), 99–112.

Ghazali, E., Mutum, D. S., Rashid, M., & Ahmed, P. K. (2018). Prosumers' engagement in online collaborative innovation platforms: A netnographic study. Journal of Business Research, 92, 153–162. https://doi.org/10.1016/j.jbusres.2018.07.031

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.

Lestari, A. R., & Wijayanti, E. (2022). Dampak media sosial dan literasi keuangan terhadap perilaku konsumtif mahasiswa. Jurnal Ekonomi dan Bisnis, 8(1), 45–56. https://doi.org/10.22219/jeb.v8i1.1245

Liu, Y., Yang, R., & Yu, Y. (2024). Factors influencing impulse buying behavior in online shopping among Generation Z consumers. Journal of Consumer Behavior, 23(2), 301–315. https://doi.org/10.1002/cb.2207

Mahendra, A., & Putri, S. N. (2023). Analisis dampak digital payment terhadap perilaku konsumtif mahasiswa. Jurnal Manajemen dan Bisnis Digital, 5(2), 102–115. https://doi.org/10.33399/jmbd.v5i2.456

Manurung, A. H., & Siregar, E. A. (2021). Digital marketing strategy and Generation Z consumer behavior. Jurnal Ilmu Manajemen, 9(3), 122–134. https://doi.org/10.31289/jim.v9i3.789

Mulyadi, Y., & Saputra, R. A. (2022). The influence of e-commerce trends on the shopping habits of Generation Z. Jurnal Ekonomi Digital dan Inovasi, 4(1), 85–97. https://doi.org/10.23887/jedi.v4i1.908

Nugraha, H., & Pratama, F. (2023). Pengaruh literasi digital terhadap pola konsumsi produk fashion pada generasi Z. Jurnal Riset Manajemen, 6(2), 55–68. https://doi.org/10.25012/jrm.v6i2.1097

Putri, D. A., & Kurniawan, H. (2023). Hubungan antara digital lifestyle dan kecenderungan perilaku konsumtif pada mahasiswa. Jurnal Psikologi dan Perilaku Konsumen, 3(1), 12–21. https://doi.org/10.30812/jppk.v3i1.876

Rahman, A., & Wijaya, H. (2022). The impact of influencer marketing on consumer trust and purchase intention in e-commerce platforms. Jurnal Manajemen dan Pemasaran Digital, 7(2), 43–56. https://doi.org/10.14710/jmpd.v7i2.456

Riyadi, A. (2023). Analisis pola konsumsi dan pengaruh e-wallet terhadap perilaku belanja online generasi Z. Jurnal Ekonomi dan Keuangan Digital, 5(3), 77–89. https://doi.org/10.33399/jekd.v5i3.678

Santoso, B., & Amelia, R. (2023). The influence of social media advertising on impulsive buying behavior in young consumers. Jurnal Ilmu Sosial dan Humaniora, 5(4), 98–109. https://doi.org/10.33394/jish.v5i4.910

Saputra, M. H., & Rachmawati, I. (2024). Digital payment adoption and spending behavior among Indonesian Generation Z. Jurnal Keuangan dan Bisnis Digital, 8(1), 45–59. https://doi.org/10.23887/jkbd.v8i1.789

Taufik, M., & Handayani, T. (2023). The role of brand loyalty in online shopping behavior among Generation Z. Jurnal Pemasaran Digital, 6(2), 112–126. https://doi.org/10.23887/jpd.v6i2.907

Wijaya, R., & Gunawan, H. (2022). Exploring Generation Z’s attitude toward cashless society and its impact on purchasing behavior. Jurnal Ekonomi dan Teknologi Digital, 9(3), 88–102. https://doi.org/10.1111/jted.v9i3.790