APAKAH TIKTOK LIVE STREAMING SHOPPING MEMPERBURUK PERILAKU KEUANGAN GENERASI Z
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Abstract
Perkembangan teknologi dan digitalisasi telah mengubah berbagai aspek kehidupan, termasuk pola konsumsi dan pengelolaan keuangan. Generasi Z yang tumbuh di era digital, lebih rentan terhadap perilaku konsumtif akibat paparan media sosial, khususnya melalui fitur live streaming shopping di platform seperti TikTok. Penelitian ini bertujuan untuk menentukan faktor-faktor berikut, pengaruh literasi keuangan pada perilaku keuangan, pengaruh pengendalian diri pada perilaku keuangan, dan pengaruh sikap keuangan pada perilaku keuangan. Sampling non-probability digunakan, dan sampling purposive digunakan untuk penentuan. Data dikumpulkan melalui kuesioner Google Form yang diakses secara online, yang terdiri dari 325 orang yang menjawab. Model equation struktural (SEM) adalah metode analisis data yang digunakan. Penelitian ini menggunakan SmartPLS untuk mengolah data. Sampel dalam penelitian ini terdiri dari generasi Z yang sering melakukan transaksi di TikTok Shop live streaming di wilayah JABODETABEK (Jakarta, Bogor, Depok, Tangerang, dan Bekasi). Penelitian ini menemukan bahwa literasi keuangan dan sikap keuangan memiliki dampak positif dan signifikan terhadap perilaku keuangan generasi Z yang melakukan transaksi di JABODETABEK melalui live streaming TikTok. Sebaliknya, pengendalian diri memiliki dampak negatif dan tidak signifikan terhadap perilaku keuangan mereka. Hasil temuan ini dapat menjadi wawasan dalam membuat kebijakan keuangan yang lebih adaptif di era digital dan pengendalian diri dalam pengambilan keputusan finansial.
The development of technology and digitalization has changed various aspects of life, including consumption patterns and financial management. Generation Z, who grew up in the digital era, is more susceptible to consumptive behavior due to exposure to social media, especially through live streaming shopping features on platforms such as TikTok. This study aims to determine the following factors, the influence of financial literacy on financial behavior, the influence of self-control on financial behavior, and the influence of financial attitudes on financial behavior. Non-probability sampling was used, and purposive sampling was used for determination. Data were collected through a Google Form questionnaire accessed online, consisting of 325 people who responded. Structural equation modeling (SEM) is the data analysis method used. This study uses SmartPLS to process the data. The sample in this study consisted of generation Z who often made transactions on TikTok Shop live streaming in the JABODETABEK area (Jakarta, Bogor, Depok, Tangerang, and Bekasi). This study found that financial literacy and financial attitudes have a positive and significant impact on the financial behavior of generation Z who make transactions in JABODETABEK via TikTok live streaming. Conversely, self-control has a negative and insignificant impact on their financial behavior. These findings can provide insight into creating more adaptive financial policies in the digital era and self-control in financial decision making.
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