The Influence of Excessive Social Media Use, Social Influence, and Hedonic Motivation on the Intention to Use P2P Lending Services among Generation Z in Indonesia

The purpose of this study is to determine how much influence social, excessive use of social media, hedonic motivation on the intention to use P2P loans moderated by age, especially in Generation Z in Indonesia. The rapid growth of the fintech sector, including P2P lending, has changed financial activities, especially among the younger generation. The explanation uses the UTAUT (Unified Theory of Acceptance and Use of Technology) theory. The analytical tool used is SmartPLS V3 (Smart Partial Least Squares). The sample of this study amounted to 280 respondents with the sampling technique, namely purposive sampling. The data analysis used in this study is SEM-PLS (Structural Equation Modeling- Partial Least Squares) using Taro Yamane's sampling theory. The results of this study indicate that Social Influence, Hedonic Motivation, and Excessive Usage of social media have a significant direct influence on the intention to use P2P Lending services. Meanwhile, Age does not provide a significant moderating influence in this relationship. These findings suggest that targeted social and experiential marketing strategies, such as influencer promotions, engaging content, and enjoyable digital features are effective in encouraging P2P lending adoption among Gen Z. The study implies that fintech platforms and policymakers should prioritize social-driven and experience-based approaches while leveraging digital channels to improve engagement, promote financial literacy, and encourage responsible usage among younger users.