The Impact Of Digital Marketing On Generation Z Consumer Behavior In Semarang City

Abstract

This research analyzes the impact of digital marketing on the consumerism behavior of the Z Generation in Semarang City, focusing on three dimensions: cognitive patterns of digital content processing, socio-cultural factors, and awareness of sustainable consumption. The research revealed significant transformations in consumption patterns using a qualitative approach with data triangulation through in-depth interviews (15 informants), focused group discussion (24 participants), and observations in five major malls. The results show that 73% of purchases were triggered by digital marketing content, with Instagram (42%) and TikTok (38%) as the dominant platforms. Key characteristics include content personalization, real-time engagement, and multi-channel marketing. Changes are characterized by mobile-first shopping, social commerce, and micro-moment purchasing. Positive implications include the growth of the digital economy and increased digital literacy, while negative impacts include tendencies toward excessive consumption and financial stress. The research recommends developing more responsible marketing strategies and increasing financial literacy.