The Impact of Social Media on Lifestyle, Financial Literacy, and Consumptive Behavior of Generation-z in the Perspective of Theory of Planned Behavior

The purpose of this study is to analyze and prove the variables of lifestyle and financial literacy on the consumer behavior of generation-Z students with social media as a moderating variable. Generation-Z is an age group that grows up with digital technology and social media, which has the potential to influence consumption patterns. This study uses a quantitative approach with a survey method involving students as respondents. The independent variables in this study are lifestyle and financial literacy, while the dependent variables are consumer behavior, and social media as moderation. The population and sample in this study amounted to 50 respondents who were students of STIE Malangkuçeçwara. The data analysis method used (SPSS) version 26 for windows. The results of this study indicate that lifestyle has a significant effect on consumer behavior, financial literacy has a significant effect on consumer behavior, social media moderates lifestyle has a significant effect on consumer behavior, social media moderates financial literacy has a significant effect on consumer behavior.