The Influence of Digital Promotion and Information Overload on Gen Z's Consumptive Behavior Mediated by Sharia Financial Management (A Study of Shopee Users)

Gustina Angreani; Anzu Elvia Zahara; Beid Fitrianova Andriani

doi:10.63922/ijebir.v5i06.6926

Gustina Angreani Sharia Financial Management Study Program, Sultan Thaha Jambi University, Jambi, Indonesia
Anzu Elvia Zahara Sharia Financial Management Study Program, Sultan Thaha Jambi University, Jambi, Indonesia
Beid Fitrianova Andriani Sharia Financial Management Study Program, Sultan Thaha Jambi University, Jambi, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6926

Keywords: Digital Promotion, Information Overload, Sharia Financial Management, Consumerist Behavior

Abstract

This study aims to analyze the influence of digital promotion and information overload on the consumptive behavior of Generation Z Shopee users, mediated by Sharia-compliant financial management. A quantitative approach utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM) was employed. The results indicate that information overload and digital promotion have a positive and significant effect on consumptive behavior. Conversely, neither information overload nor digital promotion significantly affects Sharia-compliant financial management, nor does Sharia-compliant financial management significantly influence consumptive behavior. Mediation analysis reveals that Sharia-compliant financial management does not mediate the impact of information overload or digital promotion on consumptive behavior. These findings suggest that the consumptive behavior of Generation Z Shopee users is driven more directly by informational stimuli and digital promotions than through the mechanism of Sharia-compliant financial management.

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