Pengaruh Love Of Money dan Pendapatan Personal Terhadap Perilaku Hedonisme pada Gen Z di Feb Uwks yang Sudah Berpenghasilan

The digital era and globalization have transformed Generation Z's consumption patterns, particularly among income-earning students at the Faculty of Economics and Business, Wijaya Kusuma Surabaya University (FEB UWKS), who prioritize instant gratification influenced by social media and FOMO. This study aims to examine the partial and simultaneous effects of love of money and personal income on hedonistic behavior. Employing a quantitative associative-causal design, data were collected from 105 Gen Z students (aged 18-24) with minimum monthly income of Rp500,000 using purposive sampling. A Likert-scale questionnaire measured love of money, personal income, and hedonism, analyzed via multiple linear regression with classical assumption tests in SPSS. Results reveal both variables significantly influence hedonism (t Love of money = 3.167, p = 0.002; t Personal income = 5.114, p = 0.000; F = 26.797, p < 0.001), explaining 33.2% variance. Personal income exerts stronger effect (β = 0.363) than love of money (β = 0.167). In conclusion, financial literacy programs are essential to mitigate hedonistic tendencies among working students.