PENGARUH LIFE STYLE, DIGITAL MARKETING, FINTECH, DAN LITERASI KEUANGAN SYARIAH TERHADAP PERILAKU KONSUMTIF BELANJA ONLINE PADA MARKETPLACE: PENDEKATAN MODEL UTAUT3

This study aims to analyze the influence of lifestyle, digital marketing, fintech, Islamic financial literacy, and the UTAUT3 construct on online shopping consumer behavior in marketplaces among Generation Z in the Special Region of Yogyakarta. The study used a quantitative method with a survey and was analyzed using SEM-PLS through SmartPLS. The results show that lifestyle and social factors have a significant positive effect on consumer behavior, while personal innovation has a positive effect at a significance level of 10%. Digital marketing, fintech, Islamic financial literacy, and hedonic motivation have no significant effect. These findings confirm that consumer behavior is more influenced by internal factors and social pressure than technological stimuli.