The Influence of E-Payment and Social Media Usage on Generation Z's Consumptive Behavior in MSMEs at Saung Rumbio Food Court Bangun Jaya

Tegar Apriano Santoso; Nofriser Nofriser; Putri Maurisni

doi:10.63922/ijebir.v5i06.6082

Tegar Apriano Santoso Entrepreneurship Study Program, Pasir Pengaraian University
Nofriser Nofriser Entrepreneurship Study Program, Pasir Pengaraian University
Putri Maurisni Entrepreneurship Study Program, Pasir Pengaraian University

DOI: https://doi.org/10.63922/ijebir.v5i06.6082

Keywords: Consumptive Behavior, E-Payment, Social Media

Abstract

The development of digital technology has transformed transaction patterns and consumer behavior, particularly among Generation Z, who increasingly use digital payments and social media. The convenience of e-payment and intensive exposure to promotional content on social media may encourage consumptive behavior. This study aims to analyze the effects of e-payment usage and social media on the consumptive behavior of Generation Z at MSMEs in Saung Rumbio Food Court Bangun Jaya. This study employed a quantitative approach involving customers who made purchases at the research location. A total of 100 respondents were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination. The results show that e-payment has a positive and significant effect on consumptive behavior, while social media also has a positive and significant effect. Simultaneously, e-payment and social media have a positive and significant effect on consumptive behavior, with an R² value of 42.8%. In conclusion, the convenience of digital payments and the intensity of social media use play an important role in increasing the consumptive tendencies of Generation Z at MSMEs in Saung Rumbio Food Court Bangun Jaya.

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