The Transformation of Digital Transactions: Fintech's Role and the Evolving Consumer Behavior of Generation Z in Pekalongan
DOI:
https://doi.org/10.18592/taradhi.v15i2.14543Keywords:
Dompet Digital, Generasi Z, FintechAbstract
This study examines the role of fintech in transforming consumer transaction behavior in the modern era. Employing a qualitative method with a phenomenological approach, this research involved in-depth interviews with 10 active digital wallet users aged 18-25 years. The findings reveal that fintech has altered how Generation Z conducts transactions, enhancing efficiency and convenience, and fostering a cashless culture. The use of digital wallets not only increased transaction frequency and ease but also influenced their consumption patterns and financial management. The majority of informants preferred digital transactions over cash, driven by ease of access and various promotional incentives such as cashback. The study also identified challenges like internet dependency and data security concerns. These findings provide crucial insights for the development of the fintech industry and financial inclusion efforts in Indonesia's medium-sized cities, and offer recommendations for enhancing user education regarding digital security and financial management, as well as leveraging the potential of Generation Z in digital financial transactions. Penelitian ini mengkaji peran fintech terhadap perubahan perilaku konsumen dalam bertransaksi di era modern. Dengan menggunakan metode kualitatif dan pendekatan fenomenologi, penelitian ini melibatkan wawancara mendalam dengan 10 pengguna aktif dompet digital yang berusia 18-25 tahun. Hasil penelitian menunjukkan bahwa fintech telah mengubah cara generasi Z bertransaksi, meningkatkan efisiensi dan kenyamanan, serta menciptakan budaya cashless. Penggunaan dompet digital juga tidak hanya meningkatkan frekuensi dan kemudahan transaksi, tetapi juga mempengaruhi pola konsumsi dan pengelolaan keuangan mereka. Sebagian besar narasumber lebih memilih transaksi digital dibandingkan tunai, didorong oleh kemudahan akses dan berbagai insentif promosi seperti cashback. Penelitian juga menemukan tantangan seperti ketergantungan pada internet dan kekhawatiran akan keamanan data. Temuan ini memberikan wawasan penting bagi pengembangan industri fintech dan upaya inklusi keuangan di kota-kota menengah di Indonesia, serta menawarkan rekomendasi untuk peningkatan edukasi pengguna mengenai keamanan dan pengelolaan keuangan digital, serta memanfaatkan potensi generasi Z dalam transaksi keuangan digital.References
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