The Influence Cashless Society, Mental Accounting, and Financial Literacy on Generation Z’s “Latte Factor” Behavior at Coffee Shops in Surabaya

Nazzanin Kamila Insani; Insyirah Putikadea

doi:10.55927/fjmr.v5i4.58

Authors

Nazzanin Kamila Insani Universitas Negeri Surabaya
Insyirah Putikadea Universitas Negeri Surabaya

DOI:

https://doi.org/10.55927/fjmr.v5i4.58

Keywords:

Cashless Society, Mental Accounting, Financial Literacy, Latte Factor Behavior, Generation Z, Coffee Shop

Abstract

This study analyzes the influence of a cashless society, mental accounting, and financial literacy on latte factor behavior. The subjects of this study are Generation Z coffee shop patrons in Surabaya. This study employed a purposive sampling method for data collection, resulting in 100 Generation Z respondents who are coffee shop patrons in Surabaya. The questionnaire was distributed online. This study used SPSS version 30 data analysis techniques to generate the research output. The results of this study indicate that a cashless society and financial literacy have a significant effect, whereas mental accounting does not have a significant effect on “latte factor” behavior. This study aims to raise awareness of the importance of financial management knowledge to make more rational decisions, particularly among Generation Z coffee shop patrons in Surabaya.

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