The Influence of Financial Literacy, Mental Accounting, Peer Conformity, Lifestyle, Self Control, and E-Wallet on the Consumptive Behavior of Gen-Z Coffee Shop Visitors

This research analyzes the relationship between financial literacy, mental accounting, peer conformity, lifestyle, self-control, and e-wallet on consumer behavior. The object of this research is Generation Z visitors to coffee shops in Surabaya. This research uses purposive sampling in data collection. 248 respondents' generation Z respondents visited coffee shops in the city of Surabaya. The distribution of questionnaires was carried out online and offline. This research uses Structural Equation Modeling (SEM) analysis techniques in AMOS version 24 software to produce research output. The results of this study show that financial literacy, mental accounting, peer conformity, lifestyle, self-control, and e-wallet significantly affect consumer behavior. This research aims to socialize the importance of knowledge in managing finances to make decisions more rational, especially for Generation Z visitors to coffee shops in Surabaya.