Transformation of Generation Z's consumption behavior in the digital ecosystem: A theoretical review of social media-based marketing strategies

Riy Dewantoro; Sariani Sariani; Hadi Suriono

doi:10.55942/pssj.v5i5.619

Authors

Riy Dewantoro Universitas Asahan
Sariani Sariani Universitas Asahan
Hadi Suriono Universitas Asahan

DOI:

https://doi.org/10.55942/pssj.v5i5.619

Keywords:

Generation Z, consumption behavior, social media, digital marketing, impulsive buying, financial literacy, digital ecosystem

Abstract

This study aims to examine the transformation of consumption behavior among Generation Z in Indonesia within the context of the digital ecosystem, focusing on how social media shapes consumption patterns and influences marketing strategies adopted by businesses. This transformation reflects a shift from conventional consumption patterns rooted in functional needs toward more emotional, symbolic, and digitally-driven behaviors. Employing a qualitative descriptive approach through literature review, data were collected from various secondary sources, including scholarly journals, books, and recent research reports. The findings indicate that social media particularly influencer content and visual trends on platforms such as Instagram, TikTok, and YouTube plays a dominant role in shaping self-image and consumption preferences among Generation Z. Impulsive buying behavior is driven by e-commerce promotions, fear of missing out (FOMO), and peer pressure within digital communities. The ease of transactions via digital wallets, instant promotions, and seamless access to diverse products further reinforces a fast and instant consumption pattern. Unfortunately, this trend is not yet balanced by adequate financial literacy. These findings provide a crucial foundation for developing more personalized, interactive, and educational social media marketing strategies, while also supporting the enhancement of financial literacy among Generation Z, who are navigating an ever-evolving digital era.

Author Biographies

Riy Dewantoro, Universitas Asahan

Riy Dewantoro is a student in the Management Department at Universitas Asahan. His academic interests center on digital consumer behavior, social media marketing, and Generation Z lifestyle patterns. He is actively involved in research that examines the intersection of technology and marketing practices in emerging markets.

Sariani Sariani, Universitas Asahan

Sariani is a lecturer in the Management Department at Universitas Asahan. Her research focuses on consumer psychology, marketing communication, and generational marketing. She regularly publishes and supervises student research in the areas of behavioral marketing and digital transformation.

Hadi Suriono, Universitas Asahan

Hadi Suriono is a lecturer at Universitas Asahan. His expertise includes digital strategy, e-commerce development, and innovation in business education. He is committed to fostering interdisciplinary research that links technology, business, and society, especially within the context of Indonesia’s digital economy

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