Dinamika Gaya Hidup dan Pengelolaan Keuangan Generasi Z di Era Digital
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Penelitian ini bertujuan untuk menganalisis dinamika gaya hidup Generasi Z di era digital serta memahami strategi pengelolaan keuangan yang diterapkan dalam menyeimbangkan kebutuhan, keinginan, dan gaya hidup. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif-fenomenologis. Informan penelitian berjumlah 15 orang Generasi Z yang dipilih secara purposive dengan mempertimbangkan aktivitas digital, penggunaan layanan keuangan digital, serta keberagaman latar belakang sosial ekonomi. Data dikumpulkan melalui wawancara mendalam dan dianalisis menggunakan model interaktif Miles, Huberman, dan Saldaña melalui tahapan kondensasi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Hasil penelitian menunjukkan bahwa gaya hidup digital Generasi Z bersifat dinamis dan terbentuk melalui interaksi antara perkembangan teknologi, lingkungan sosial, serta paparan tren dan stimulus konsumsi digital. Sebagian informan menunjukkan kecenderungan konsumtif yang ditandai oleh pembelian impulsif, FOMO, pengaruh promosi digital, dan kemudahan transaksi, sementara sebagian lainnya mampu memanfaatkan teknologi secara produktif dan selektif. Dalam pengelolaan keuangan, informan menerapkan berbagai strategi, antara lain penganggaran, pemisahan dana berdasarkan kebutuhan, penerapan prinsip pay yourself first, penyediaan dana darurat, pembatasan transaksi digital, serta pengendalian penggunaan PayLater. Temuan menunjukkan bahwa literasi keuangan dan regulasi diri menjadi faktor penting dalam menjaga keseimbangan antara gaya hidup, perilaku konsumsi, dan stabilitas keuangan. Dengan demikian, kemampuan Generasi Z dalam mengelola keuangan tidak hanya dipengaruhi oleh pengetahuan finansial, tetapi juga oleh kemampuan mengendalikan dorongan konsumsi dan mengambil keputusan secara rasional di tengah lingkungan digital yang semakin mudah, cepat, dan persuasif.
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DOI: https://doi.org/10.37531/bijac.v7i2.12771
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