Abstract: This study explores the influence of social media on the hedonistic lifestyle and consumer behavior of Generation Z in Indonesia. Using a qualitative interpretative approach, data were collected through semi-structured interviews with 12 participants aged 18–25 and document analysis of popular social media content. Thematic analysis revealed four key themes: social media as a lifestyle mirror, consumption as a tool for social validation, the psychological effect of Fear of Missing Out (FoMO), and the tension between financial literacy and impulsive behavior. The study found that social media platforms significantly shape consumer identity, reinforce symbolic consumption, and amplify peer influence through algorithmic exposure. Despite having awareness of financial management, many participants admitted to making purchases driven by social pressure and emotional triggers. However, some individuals demonstrated adaptive strategies such as digital minimalism and content filtering to mitigate these effects. The results highlight the need for holistic interventions that combine financial education, emotional resilience, and digital media literacy. These findings contribute to a deeper understanding of how digital culture shapes financial behavior among youth and suggest pathways for educational and policy responses to promote responsible consumption in the age of social media.

Keywords: Consumer Behavior, Digital Culture, Financial Literacy, Generation Z, Social Media.