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The rapid growth of digital technology and social media has reshaped communication practices, consumer behavior, and marketing approaches, particularly among Generation Z, who are widely recognized as digital natives. For this generation, social media serves as a major channel for obtaining information and exploring product references before making purchase decisions. In this environment, influencer marketing has emerged as a prominent promotional approach because it can foster audience interaction, emotional connection, and trust more effectively than conventional advertising. This study examines the role of influencer marketing in shaping the digital behavior of Generation Z in Indonesia. A qualitative literature review method was employed by analyzing secondary sources drawn from academic journals, books, and related publications. The findings indicate that influencer marketing has a meaningful influence on information-seeking behavior, decision-making processes, and the level of digital engagement among Generation Z. Influencers are commonly viewed as more credible, relatable, and authentic sources of information. Furthermore, the effectiveness of influencer marketing is determined more by credibility, authenticity, and the quality of interaction than by follower count alone. These findings suggest that companies should adopt digital marketing strategies that are more interactive, personalized, and relationship-oriented in order to engage Generation Z more effectively.

The development of the digital era is driving the growth of the creative economy and opening up significant opportunities for Generation Z, who are highly familiar with digital technology. This generation has the potential to become key players in the development of digital-based businesses if equipped with adequate knowledge and skills. The community service activity carried out in Ngemplak Village, Boyolali Regency, aims to equip Generation Z with an understanding and skills in digital marketing so they can play an active role in the creative economy. The activity was carried out through socialization methods and direct practice in managing an online store using the Shopee platform, supplemented by materials on the concept of the creative economy, digital business opportunities, online marketing strategies, and the use of social media as a promotional tool. The results of the activity showed an increase in participants' understanding of digital marketing, improved technical skills in managing online stores, and increased motivation and confidence to start independent businesses. This program is considered effective in encouraging the use of digital media as a productive tool that has economic value and is sustainable for Generation Z.

This study aims to analyze the influence of Financial Literacy, the use of Digital Payments, Lifestyle, and Pocket Money on the Consumptive Behavior of Generation Z. The research subjects were students of the Faculty of Economics and Business, Budi Luhur University. This study uses a quantitative approach with a survey method through the distribution of online questionnaires. The population in this study consisted of 1,017 active students of the Faculty of Economics and Business, Budi Luhur University, from the 2022-2025 batch, with a sample size of 100 respondents determined using the Slovin formula and non-probability sampling technique with purposive sampling method. The data obtained were analyzed using SPSS version 25 with multiple linear regression analysis, classical assumption testing, model feasibility testing (F test), t test, and coefficient of determination (R²). The results showed that financial literacy, lifestyle, and pocket money significantly influenced students' consumptive behavior. Meanwhile, the use of Digital Payment does not significantly affect students' Consumptive Behavior. In addition, the results of the model feasibility test (F test) show that Financial Literacy, the use of Digital Payment, Lifestyle, and Pocket Money together significantly affect Consumptive Behavior, so that the regression model is declared feasible for use.

The phenomenon of Fear of Missing Out (FOMO) has become increasingly prominent among Generation Z due to the high intensity of social media use. Social media serves not only as a communication tool but also as a space for identity construction and the pursuit of social validation. Exposure to influencer content portraying ideal lifestyles, social achievements, and trending activities encourages individuals to remain constantly connected in order to avoid feeling left behind in digital communities. This study aims to analyze the influence of social media influencer content on the level of FOMO among Generation Z. The research employs a qualitative descriptive approach using a literature review method by examining relevant national and international academic journals published within the last five years. Data were analyzed by identifying patterns linking influencer content exposure, psychological mechanisms of FOMO, and its impact on Generation Z’s behavior and psychological well-being. The findings indicate that influencer content significantly contributes to social comparison processes and increases the need for digital validation, such as likes and comments, which are perceived as indicators of social acceptance. This condition strengthens FOMO tendencies and leads to excessive digital engagement, consumptive behavior, and psychological pressure. The discussion highlights that social media algorithms further intensify this cycle by repeatedly promoting popular and viral content. In conclusion, influencer content plays a crucial role in intensifying FOMO among Generation Z, emphasizing the importance of digital literacy and critical awareness to mitigate its negative effects.

The advancement of social media platforms, especially TikTok, has drastically changed the behavioral patterns and lifestyles of Generation Z. One psychological impact of intensive social media use is Fear of Missing Out (FoMO), which is the worry of missing out on news, trends, or viral social activities. This study aims to reveal how FoMO affects the lifestyle of Generation Z active on TikTok, focusing on aspects of mental health, shopping habits, and the balance of social interactions. This research uses a literature study approach with a qualitative descriptive method, through in-depth analysis of 21 scientific articles published between 2019 and 2025. The findings show that FoMO is associated with increased anxiety, depression, personal dissatisfaction, and excessive social media use among Generation Z. Furthermore, FoMO also drives impulsive consumption patterns and purchases triggered by online trends as well as the desire for social approval. On the other hand, internal factors such as self-confidence and self-control ability have proven to reduce the level of FoMO and its negative effects. This study concludes that FoMO is a complex phenomenon that impacts the mental health and lifestyle of Generation Z, thus requiring measures such as increasing digital literacy, strengthening self-control, and using social media wisely to reduce the negative impacts of FoMO in the long term.

This study seeks to investigate the role of Fear of Missing Out (FOMO) and financial technology (fintech) in influencing Generation Z's investment decisions through a literature review approach. The rapid advancement of digital technology and the growing use of social media have transformed the financial behavior of young people, such that investment decisions are no longer solely based on rationality but are also shaped by psychological factors. The method used in this study is a literature review, which involves analyzing scientific articles indexed at both national and international levels published between 2021 and 2025. The findings indicate that FOMO can enhance investment participation, yet it also risks prompting impulsive and less rational decision-making. On the other hand, fintech contributes by simplifying access to financial services, improving transaction efficiency, and expanding financial inclusion. Nevertheless, real-time features on fintech platforms may amplify users' emotional responses, thereby magnifying the impact of FOMO. Accordingly, this research underscores the importance of financial literacy and prudent technology use to foster more rational investment decisions among Generation Z.

The development of e-commerce and digital financial services has changed consumer behavior, particularly among Generation Z. One emerging innovation is the Paylater service, which offers convenience and flexibility in transactions. While providing easy access, the use of Paylater also has the potential to increase consumer behavior and impulsive purchases. This study aims to analyze the role of financial literacy and lifestyle in the use of Paylater services among Generation Z through the Systematic Literature Review (SLR) method. A total of ten scientific articles published in the last five years were analyzed to examine the relationship between financial literacy, lifestyle, and Paylater usage behavior. The results show that financial literacy has an inconsistent influence and tends to act as a controlling factor, while a consumptive and hedonistic lifestyle is the dominant factor driving Paylater use. In addition, behavioral factors such as impulsive purchases and technological convenience also strengthen the tendency to use these services. This study concludes that increasing financial literacy balanced with controlling a consumptive lifestyle is very influential in encouraging the wise and sustainable use of Paylater.

This qualitative research, employing a literature review method, aims to dissect the massive influence of digital media on the shifting social structures of Generation Z. The findings indicate that technology has transformed interaction patterns from physical encounters to continuous digital communication, creating new forms of sociability that are expansive yet often superficial. The process of identity formation now relies heavily on self-curation in cyberspace, where digital metrics serve as benchmarks for validation, frequently triggering psychological pressure. This phenomenon also impacts the weakening of traditional parental authority due to the intergenerational digital divide. Although Gen Z is adept at building social capital through interest-based virtual communities, the risk of polarization remains a concern. Regarding value orientation, there is a shift toward authenticity and work flexibility that prioritizes personal meaning. Given its ambivalent impact on mental health, the study concludes that a synergy of robust digital literacy, strengthened family roles, and platform policies prioritizing user well-being is essential to navigate this social transformation.

The development of digital technology has greatly influenced consumer behavior, particularly among Generation Z, who are dominant in Indonesia's hijab fashion market. This shift requires businesses to adapt their strategies to meet the dynamic, trend-driven, and digitally-savvy preferences of young consumers. This study examines the business development strategy of Leenavie.id, a hijab brand, and the challenges it faces in targeting Generation Z. Using a qualitative approach with case study methodology, in-depth interviews with business owners were conducted to gain insights into the business development process. The findings show that Leenavie.id focuses on product innovation, competitive pricing, social media as a primary distribution and promotion channel, and leveraging e-WOM for brand awareness and emotional connections with consumers. Success indicators include a high repeat order rate, positive market response, and external collaboration offers. However, challenges such as limited capital, small production capacity, and underutilization of the marketplace hinder scalability. The study suggests that enhancing digital adaptation, strengthening operational capacity, and fostering strategic collaborations are key to improving the competitiveness and sustainability of local hijab businesses. Future research should include consumer perspectives for a more comprehensive understanding of customer behavior and loyalty.

This study aimed to design the visual identity of the social campaign FLOW (Find Lights Over Wounds) to promote early awareness of Post Traumatic Stress Disorder among Generation Z. A mixed method approach was applied to explore perceptions, knowledge, and the need for empathetic and communicative educational media. Data were collected through online questionnaires from 108 respondents and in-depth interviews with psychologists, psychiatrists, and PTSD survivors. The findings indicated that Generation Z required visual media that conveyed mental health messages safely and meaningfully. The FLOW logo was developed through brainstorming, sketching, and expert validation, featuring a heart and hands symbolizing empathy and healing. Soft blue, pink, and pastel yellow colors were used to create a calm, warm, and hopeful impression. The campaign effectively fostered emotional awareness and encouraged help-seeking behavior among young audiences.

The development of science causes technology to grow rapidly. Social media is one of the results of technological development that is closely related to Generation Z. Through social media, everyone can express themselves and access information quickly. Through social media, everyone can express themselves and access information quickly. The ease of access to information, the ease of interacting with others, the ease of expressing oneself and one's opinion, as well as the ease of building relationships and business, make social media an important technology for modern society. However, the easy access to the outside world through social media makes social media a double-edged sword for its users. Foreign culture that freely enters through social media has jeopardized local culture, morals, and norms in society, as many young people, including Generation Z, consume and imitate western content.

The transformation of education in the digital era demands a strong moral foundation to ensure that technological advancement does not erode human values. Pancasila, as the ideological and ethical foundation of Indonesia, plays a crucial role in guiding educational transformation to remain rooted in national moral values. This study aims to analyze the relevance and implementation of Pancasila values in shaping the morality of Generation Z amid the digitalization of education. The research employs a qualitative method with a descriptive-analytical approach through literature review, policy analysis, and observation of students’ digital behavior. The findings indicate that the internalization of Pancasila values within the digital education ecosystem contributes to strengthening character, ethical responsibility, and national awareness among Generation Z. However, key challenges include the lack of moral value integration in digital content and weak role modeling within educational environments. In conclusion, Pancasila-based educational transformation is not merely a technological innovation but a moral process that requires synergy among the government, educators, and society to create a humanistic, ethical, and civilized digital ecosystem.

This study investigates the influence of discount programs, digital marketing strategies, and service quality on prospective students’ decisions to enroll at STIE Surakarta. The increasingly competitive landscape of private higher education in Indonesia requires institutions to formulate effective marketing strategies that can address the expectations and behavioral tendencies of Generation Z. A quantitative approach was employed using survey data from 36 new students selected through purposive sampling based on their participation in discount-based admission programs. The research instruments were validated through correlation tests and demonstrated reliable internal consistency. Data were analyzed using multiple linear regression to identify both partial and simultaneous effects among the variables. The findings reveal that discount offers are the only variable that significantly affects enrollment decisions, indicating that financial incentives remain a dominant consideration for prospective students evaluating private tertiary education options. Meanwhile, digital marketing and service quality, although yielding positive regression coefficients, do not show significant partial effects. However, the three variables collectively have a significant simultaneous effect, suggesting that enrollment decisions are shaped by a combination of economic, promotional, and perceptual factors. The model explains 45.7% of the variance in enrollment decisions. These results highlight the need for higher education institutions to balance financial incentives with consistent digital marketing execution and improved service delivery. The study contributes to the expanding literature on student decision-making behavior and offers practical insights for strengthening competitive marketing strategies in private higher education.

The rapid development of financial technology has transformed transactional behavior, particularly among Generation Z. Easy access through mobile banking, particularly BCA Mobile, has made financial activities more practical but also poses risks of consumptive behavior due to low financial literacy and self-control. This study aims to analyze the influence of Financial Literacy, Lifestyle, and Locus of control on Financial Behavior, with Financial technology as a moderating variable. The research population consists of Generation Z users of BCA Mobile in Surabaya. A total of 147 respondents were selected using purposive sampling based on specific criteria. Data were collected through questionnaires and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. The findings show that Financial Literacy and Locus of control have a significant positive effect on Financial Behavior, while Lifestyle has a significant negative effect. Furthermore, Financial technology is proven to moderate the influence of Financial Literacy and Locus of control on Financial Behavior, but not the relationship between Lifestyle and Financial Behavior.  

Digital transformation in Indonesia's financial sector has accelerated the adoption of cashless payment systems, with QRIS (Quick Response Code Indonesian Standard) as the main innovation since its introduction by Bank Indonesia in 2019. Generation Z, as a digital native group, is the dominant user of QRIS due to their preference for fast, practical, and connected services. This study aims to empirically analyze the influence of lifestyle, ease of use, trust, and financial attitudes on the decision to use QRIS by Generation Z in Bogor Regency, as well as test the role of financial literacy as a moderation variable. The research approach uses quantitative methods through inferential statistical analysis. The results showed that only the variables of ease of use and financial attitude had a significant effect on the decision to use QRIS, with a significance value of < 0.05 and t calculated > t table. These findings reinforce the Technology Acceptance Model (TAM) model, which emphasizes the importance of the perception of convenience in driving the adoption of digital payment technology. Meanwhile, the variables of lifestyle and trust did not have a significant effect, which may be due to the level of general trust that has been formed in QRIS and the digital lifestyle of respondents who have not fully developed. These results confirm the need to develop a more intuitive user experience and increase education related to digital financial literacy to strengthen the sustainable use of QRIS among Generation Z.

This study investigates how the perception of corporations acts as a mediator connecting employer branding with applicants’ intentions to apply for jobs from the Gen Z demographic in Indonesia’s private banking sector. While the broader context refers to the Indonesian private banking industry, the empirical support identified in this study was drawn from Semarang, involving 120 Generation Z respondents who were either final-year students or recent graduates residing in the city. A quantitative design was conducted through a survey approach with purposive sampling, and data were acquired through web-based questionnaires. The evaluation was carried out employing the PLS-SEM method with SmartPLS version 4. 0. The findings indicate that employer branding significantly influences both the reputation of the company and the likelihood of application in a positive manner. Additionally, a company's reputation is strongly and positively linked to the intention to apply, serving as a bridge between employer branding and the desire to seek employment opportunities. The study highlights that employer branding, when managed effectively, enhances Generation Z’s application intention, operating both as a direct driver and via the mediating influence of corporate reputation. Practically, this implies private banks in Indonesia particularly those operating in Semarang should concentrate on advancing employer branding practices while upholding a strong corporate reputation to draw and involve talented candidates from Generation Z. This study provides a contribution to the academic field by highlighting empirical evidence collected in Semarang reflect the interaction between employer branding and corporate reputation in influencing job application behavior of Generation Z within the private banking sector.

The local cosmetics industry in Indonesia continues to grow rapidly and has become increasingly popular among Generation Z. However, the boycott issue against ESQA Cosmetics, triggered by a controversy involving one of its founders, has led to a decline in consumer trust. This study aims to examine the influence of social media marketing on purchase intention through brand trust in the case of ESQA Cosmetics. The research was conducted in Bali using a quantitative approach with an explanatory research design. Data were collected through an online questionnaire involving 110 Generation Z respondents who had never purchased ESQA products but had interacted with ESQA’s official social media account (@esqacosmetics). Data analysis was performed using SmartPLS with mediation testing to examine the relationships among variables. The results indicate that social media marketing has a positive and significant effect on purchase intention through brand trust, suggesting that the effectiveness of social media strategies can strengthen brand trust and ultimately increase consumer purchase intention. This finding highlights that brand trust serves as a key psychological mechanism linking social media marketing to purchase behavior. The study recommends that ESQA Cosmetics enhance interaction and transparency in its social media communication, provide prompt responses to consumers, and emphasize the authenticity and benefits of its products to rebuild trust and strengthen purchase intention following the boycott issue.

The rapid development of technology and the dynamic global labor market require young generations, particularly Generation Z, to possess career readiness that is determined not only by technical skills but also by non-technical competencies, or soft skills. This study aims to analyze the role of soft skills, particularly creativity, in shaping the career preparedness and success of Generation Z. Literature synthesis indicates that Generation Z excels in digital literacy and technological adaptability but still faces challenges in social and emotional competencies, such as effective communication, empathy, and cross-generational collaboration. The imbalance between hard skills and soft skills affects work effectiveness, career mobility, and the ability to build professional networks. Creativity emerges as a strategic soft skill that enhances motivation, innovation, and productivity, and can be developed through the integration of soft and hard skills, project-based learning approaches, educational technology, and the strengthening of self-efficacy. The study also identifies challenges in fostering creativity in real workplace environments, including hierarchical organizational cultures and limited mechanisms for rewarding new ideas. Based on these findings, it is recommended that educational institutions, industries, and policymakers collaborate to create a sustainable ecosystem for soft skills development, enabling Generation Z to become innovative and adaptive change agents in a competitive global career landscape.  

The current education system is facing a crucial dilemma: the intensifying focus on cognitive achievement amidst the specific challenges faced by Generation Z. Junior high school students aged 12–15, who are digital natives, are at risk of reduced social interaction and mental health issues due to high screen time. Addressing this urgency, this study aims to describe the strategic role of dance arts education in shaping character and creativity, and to identify implementation solutions at SMP Negeri 1 Wonogiri. This descriptive qualitative study utilized 8 students active in dance as primary subjects, with data collected through observation, interviews, and documentation. The findings indicate that dance arts, through an embodied learning approach based on physical movement, is highly effective in cultivating character. Values such as discipline, which is transferred from the punctuality required in practice to general school life , collective responsibility , and self-confidence that overcomes social awkwardness, grew significantly. Furthermore, dance reinforces authentic cooperation and cultural appreciation. In terms of creativity, the activity encourages movement exploration, improvisation, and creative problem-solving. Psychologically, dance practice functions as a positive coping mechanism that effectively lowers adolescent stress levels. Although constraints exist, such as limited instructional time (80 minutes per week) , adaptive solutions like strengthening extracurricular activities and the peer tutoring system are being implemented. This research concludes that dance arts education is an essential and strategic medium for developing holistic competencies, including the 4Cs (Critical Thinking, Creativity, Collaboration, and Communication) and the Profil Pelajar Pancasila.

This study aims to analyze the influence of work life balance, career development, and Compensation  on turnover intention among Generation Z employees in Surabaya. The research used a quantitative method with a survey approach, distributing online questionnaires to 100 respondents who belong to Generation Z. Data were analyzed using the Partial Least Square (PLS) technique with the help of SmartPLS 3.0 software. The results show that work life balance, career development, and Compensation  have a negative and significant influence in reducing turnover intention. Generation Z employees who experience a balance between work and personal life, have career development opportunities, and receive adequate Compensation  tend to show higher loyalty to the company.