Analysis of Soft Saving as a Financial Strategy in Addressing the Consumptive Behavior of Generation Z in the Digital Era
Keywords:
Soft Saving, Generation Z, Digital Lifestyle, Consumptive Behavior, Financial StrategyAbstract
This study aims to analyze the effectiveness of soft saving in addressing the consumptive behavior of Generation Z in the digital era. The advancement of technology has significantly simplified various transactions, which in turn may trigger increased consumptive behavior among Generation Z. Soft saving is a flexible saving practice that can be conducted through digital platforms, enabling young people to manage their finances more healthily. It also serves as an alternative solution for the younger generation to save regularly without having to compromise their lifestyle. This research uses a quantitative approach by distributing questionnaires to Generation Z individuals in the Medan area. Data analysis was conducted using simple linear regression. The results of the study demonstrate that soft saving, as a financial strategy, has a significant influence on consumptive behavior. This research is expected to provide education and innovation in saving methods that are relevant and aligned with Generation Z’s digital lifestyle.
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