Faktor-Faktor Penentu Pemilihan Program Studi Dan Universitas Pada Generasi Z: Pengaruh Literasi Keuangan, Persepsi Biaya Pendidikan, Prospek Karier, Dan Media Sosial

Retta Farah Pramesti; Farida Nuraeni Yusuf

doi:10.47709/jebma.v6i3.9580

Authors

Retta Farah Pramesti Universitas Padjadjaran
Farida NY Universitas Padjadjaran

DOI:

https://doi.org/10.47709/jebma.v6i3.9580

Keywords:

Financial literacy, education cost, carreer prospect, social media, university selection decision

Abstract

Choosing a field of study and a university represents a significant investment for Generation Z. This study examines the roles of financial literacy, perceptions of education costs, career prospects, personal interest, and social media. Methods: A quantitative survey was conducted involving 369 high school students (or equivalent), university students, and graduates in West Java, selected via purposive sampling. Data were analyzed using SEM-PLS with SmartPLS 4.0. Results: Financial literacy, cost perceptions, and career prospects positively influence interest, with career prospects emerging as the strongest predictor. Both interest and social media positively influence the decision-making process; however, social media negatively moderates the relationship between interest and the final decision. Conclusion: Generation Z’s educational decisions are shaped by rational evaluation, personal interest, and digital exposure. Higher education institutions need to develop communication strategies that are educational, transparent, and relevant.

References

Admiraal, W., & Røberg, K. I. K. (2023). Teachers' job demands, resources, and their job satisfaction: Satisfaction with school, career choice, and teaching profession of teachers in different career stages. Teaching and Teacher Education, 125, 104063.

Agustianti, R., Nussifera, L., Angelianawati, L., Meliana, I., Sidik, E. A., Nurlaila, Q., ... & Hardika, I. R. (2022). Metode penelitian kuantitatif dan kualitatif. Tohar Media.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Alford, S., & Teater, B. (2025). Quantitative research. In Handbook of research methods in social work (pp. 156-171). Edward Elgar Publishing.

Aprillita, D., & Njotowidjojo, M. S. (2023). Pengaruh citra dan biaya pendidikan terhadap keputusan memilih kuliah. Management and Sustainable Development Journal, 5(1), 76–91.

Astleitner, H., & Schlick, S. (2025). The social media use of college students: Exploring identity development, learning support, and parallel use. Active Learning in Higher Education, 26(1), 231-254.

Badan Pusat Statistik (BPS). (2024). Statistik pendidikan 2024. BPS.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th ed.). Thomson/South-Western.

Briggs, S., & Wilson, A. (2007). Which university? A study of the influence of cost and information factors on Scottish undergraduate choice. Journal of Higher Education Policy and Management, 29(1), 57–72.

European Commission. (2018). DigComp 2.1: The digital competence framework for citizens. Publications Office of the European Union.

Ersoy, F., & Speer, J. D. (2025). Opening the black box of college major choice: Evidence from an information intervention. Journal of Economic Behavior & Organization, 231, 106800.

Gilster, P. (1997). Digital literacy. Wiley.

Grigolien?, R., & Tamoševi?ien?, R. (2020). Factors influencing student choice in higher education. Management/Vadyba, 36(1).

Gutiérrez-Ángel, N., Sánchez-García, J.-N., Mercader-Rubio, I., García-Martín, J., & Brito-Costa, S. (2022). Digital literacy in the university setting: A literature review of empirical studies between 2010 and 2021. Frontiers in Psychology, 13, 896800.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to structural equation modeling. In Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (pp. 1-29). Springer.

Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027.

Hua, B., & Yung, K. W. H. (2024). A narrative inquiry into EFL tutors' career trajectories through social cognitive career theory. System, 126, 103489.

Jonas, M. E. (2011). Dewey's conception of interest and its significance for teacher education. Educational Philosophy and Theory, 43(2), 112-129.

Kharisma, A., & Haryono, T. (2023). The role of social media marketing on brand awareness and students' decisions to choose a university. Proceedings of the International Conference on Science, Health, and Technology.

Koesoemaningsih, R. (2013). Pengaruh budaya, sosial, pribadi dan psikologi terhadap keputusan mahasiswa dalam memilih pendidikan pada prodi Manajemen FE Universitas Soerjo Ngawi. Media Soerjo, 13(2), 1–21.

Li, S., Quan, Y., Xiao, L., Ren, H., & Abinova, A. Y. (2025). Exploring the influence of social media communication and brand image on international student enrollment intentions in higher education. Frontiers in Education, 10, 1618524.

Lone, U. M., & Bhat, S. A. (2022). Impact of financial literacy on financial well-being: A mediational role of financial self-efficacy. Journal of Financial Services Marketing.

Lusardi, A., & Mitchell, O. S. (2023). The importance of financial literacy: Opening a new field. Journal of Economic Perspectives, 37(4), 137-154.

Manullang, O. J. R., & Simanjuntak, M. (2024). Pengaruh pemasaran media sosial dan persepsi calon mahasiswa terhadap keputusan pemilihan perguruan tinggi. Jurnal Manajemen Kreatif dan Inovasi, 2(3), 168–179.

Mashabi, S., & Prastiwi, M. (2024). Data BPS: 3,5 juta lulusan SMA tidak lanjut kuliah. Kompas.com.

Mazurek-?opaci?ska, K., & Soboci?ska, M. (2022). The role of social media in firms' marketing communication in the Polish market. European Research Studies Journal, XXV(3).

Nabila, A. P., Novitasari, E., Darmadi, I. S., Falahudin, M. A., Azizah, S., & Nugraha, J. T. (2025). Faktor-faktor yang mempengaruhi minat mahasiswa dalam memilih program studi. Complex: Jurnal Multidisiplin Ilmu Nasional, 2(1), 40–46.

Ong, A. K. S., et al. (2023). Determination of loyalty among high school students to remain in the same university for higher education. PLOS ONE, 18(11), e0286185.

Otoritas Jasa Keuangan (OJK). (2022). Survei nasional literasi dan inklusi keuangan 2022. OJK.

Por, C., et al. (2024). Analisis faktor yang menjadi preferensi mahasiswa dalam memilih perguruan tinggi. Digismantech, 5(1), 25–37.

Pradnyaparamita, A. B. (2024). Pengaruh gender dan kemampuan akademik terhadap literasi keuangan mahasiswa akuntansi di perguruan tinggi Indonesia. Jurnal Akuntansi dan Bisnis, 10(2), 102–113.

Putra, R. Y., et al. (2024). Analisis peran literasi finansial dan persepsi prospek karir terhadap keputusan mahasiswa memilih program studi. Jurnal Manajemen Pendidikan.

Qvortrup, A., & Lykkegaard, E. (2022). Study environment factors associated with retention in higher education. Higher Education Pedagogies, 7(1), 37-64.

Research.com. (2024). Social media and career exploration among Gen Z.

Ridwan, M., Delima, I. D., & Salsabil, L. S. (2023). Pengaruh media sosial terhadap keputusan memilih UNIS sebagai tempat kuliah tahun 2022/2023. Jurnal Sarjana Ilmu Komunikasi, 4(2), 62-72.

Roestian, M., Nasution, F., Pujangkoro, S., & Fawzeea, B. K. (2023). Strategi memenangkan hati calon mahasiswa. YUME: Journal of Management.

Schultz Family Foundation & HarrisX. (2024). Social media as a career exploration tool for young adults. Schultz Family Foundation.

Shneikat, B. (2024). The impact of social media engagement on enrolment intention: The moderating role of the student type. International Journal of Data and Network Science, 8(4), 2205-2218.

Sujana, T., et al. (2024). Pengaruh persepsi biaya kuliah, kualitas layanan dan kelompok referensi terhadap keputusan kuliah. Management Studies and Entrepreneurship Journal (MSEJ).

Swedberg, R. (2020). Exploratory research. In The production of knowledge: Enhancing progress in social science, 2(1), 17-41.

Sylaska, K., & Mayer, J. D. (2024). Major choices: Students' personal intelligence, considerations when choosing a major, and academic success. Journal of Intelligence, 12(11), 115.

Ting, H., Memon, M. A., Thurasamy, R., & Cheah, J. H. (2025). Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research, 15(1).

Wiswall, M., & Zafar, B. (2021). Determinants of college major choice: Identification using an information experiment. Review of Economic Studies, 82(2), 791–824.

World Bank. (2022). School enrollment, tertiary (% gross). World Bank Open Data.

Wut, T.-M., Xu, J., & Lee, S. W. (2022). Does university ranking matter? Choosing a university in the digital era. Education Sciences, 12(4), 229.

Yi, J., & Park, C. (2024). Perceived long-term earnings and major selection. Acta Psychologica, 248, 104356.

Zarandi, N., Soares, A., & Alves, H. (2024). Strategies, benefits, and barriers: a systematic literature review of student co-creation in higher education. Journal of Marketing for Higher Education, 34(2), 895-919.