ANALYSIS OF DIFFERENCES IN CONSUMPTION LEVELS BETWEEN GENERATION Y AND GENERATION Z INFLUENCED BY DIGITALIZATION, SOCIAL FACTORS, AND DEMOGRAPHIC CHARACTERISTICS
Published:
2026-06-27Downloads
Abstract
This study aims to analyze the influence of digitalization and social factors on consumption levels among Generation Y and Generation Z by considering generational and demographic characteristics as moderating variables. The study employed a quantitative approach using primary data collected through questionnaires distributed to 200 respondents in Medan City. Likert-scale data were transformed from ordinal to interval scales using the Method of Successive Intervals (MSI). Data analysis was conducted using the Moderated Multiple Regression (MMR) method to examine the direct effects of the independent variables and the moderating roles of generational and demographic variables. The results indicate that digitalization and social factors have a positive and significant effect on consumption levels. Generational and demographic variables also exert a positive and significant influence on community consumption levels. However, the moderation analysis reveals that neither generation nor demographic characteristics moderate the relationship between digitalization and social factors and consumption levels. These findings suggest that the effects of digitalization and social factors on consumption are relatively consistent across different generational and demographic groups. This study confirms that digitalization is a dominant factor influencing consumer behavior in the digital economy era, supported by social environmental influences as well as generational and demographic characteristics.
Keywords: Consumption Level, Digitalization, Social Factors, Generation, Demographics.
Keywords:
Consumption Level Digitalization Social Factors Generation DemographicsReferences
Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Sage Publications.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608
Aprilian, R. I., & Anggita, W. (2025). Pengaruh Mental Accounting dan Norma Subjektif terhadap Consumptive Behavior Gen Z dalam Menggunakan E-paylater (Studi Kasus pada Mahasiswa Jurusan Akuntansi di Bangka Belitung). Jurnal EMT KITA. https://doi.org/10.35870/emt.v9i4.4482
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Sudaryanto et all. (2023). Consumer Behavior: Perilaku Perpindahan Belanja dan Keraguan Terhadap Loyalitas. 52.
Susiati, Swarsono, R., Wargo, Munip, A., & Kurniawan. (2024). Digitalisasi Ekonomi dan Perubahan Pola Konsumsi Gen Z di Kalangan Mahasiswa. Jurnal Al-Mujaddid. https://doi.org/https://doi.org/10.58553/jalhu
Wibowo, W. A. S., & Ayuningtyas, F. (2024). Generasi Z sebagai Konsumen Masa Depan: Karakteristik, Preferensi, dan Tantangan Baru. Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi). https://doi.org/10.32897/buanakomunikasi.2024.5.2.3937
Yassin, C. A., & Yassin, C. A. (2021). Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms. Open Journal of Social Sciences, 9(10), 394–416. https://doi.org/10.4236/JSS.2021.910028
Zaman, D., Khotami, W., Kurniawan, Mohd. I., & Oktoberia, A. (2024). The Impact Of Digitalization On Changes In Public Consumption Behavior In The Digital Economy Era. Oikonomia. https://doi.org/10.61942/oikonomia.v2i1.259
Zhu, J., & Wang, H. (2023). Internet Development and Urban–Rural Consumption Inequality: Evidence from Chinese Cities. Sustainability. https://doi.org/10.3390/su15129755
Zhu, J. L. (2024). Behavioral economics. Finance & Economics. https://doi.org/10.61173/ngh7fq54
License
Copyright (c) 2026 Awaluddin Siahaan, Fitrawaty, Indra Maipita
This work is licensed under a Creative Commons Attribution 4.0 International License.
