From TikTok to Checkout: Unpacking Financial and Social Influences on Gen Z’s Beauty Purchases

Tasya Labibah Salwa, Nadia Asandimitra Haryono

Abstract


This study aims to analyze the influence of financial literacy, peer conformity, self-control, social media, and e-wallet on the consumptive behavior of Generation Z skincare product users in Surabaya City. The population in this study is Generation Z who was born between 1997-2012, uses skincare products, is active on social media, and uses an e-wallet. The sampling method used purposive sampling with a total of 229 respondents. Data collection was done through distributing questionnaires online. The data obtained were analyzed using Structural Equation Modeling (SEM) techniques with the help of AMOS version 24 software. The results showed that financial literacy, peer conformity, self-control, social media, and e-wallet have a significant effect on consumptive behavior. These findings are expected to be taken into consideration for Generation Z to be wiser in managing personal finances, utilizing social media, and using e-wallets as needed in order to reduce excessive consumptive behavior in buying skincare products.

Keywords


Consumptive Behavior; E-wallet; Financial Literacy; Peer Conformity; Self Control; Social Media

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References


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