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All Journal JURNAL ECONOMIA Ekonomi Bisnis Niagawan JEJAK Trikonomika: Jurnal Ekonomi Journal of Educational Science and Technology Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Quantitative Economics Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ilmu Ekonomi dan Pembangunan Dinamisia: Jurnal Pengabdian Kepada Masyarakat JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Samudra Ekonomi dan Bisnis EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Pendidikan dan Konseling Jurnal Riset Bisnis dan Manajemen Budapest International Research and Critics in Linguistics and Education Journal (Birle Journal) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Randwick International of Education and Linguistics Journal of English Language and Education GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Cakrawala: Jurnal Pendidikan Jurnal Riset Akuntansi International Journal of Economic, Technology and Social Sciences (Injects) IIJSE Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Accounting Law Communication and Technology Journal of Humanities Education Management Accounting and Transportation Jurnal Ekonomi Bisnis Digital Outline Journal of Economic Studies Outline Journal of Community Development SCHOULID: Indonesian Journal of School Counseling
Indra Maipita
Faculty Of Economics, Universitas Negeri Medan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Transportation Other

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ANALYSIS OF DIFFERENCES IN CONSUMPTION LEVELS BETWEEN GENERATION Y AND GENERATION Z INFLUENCED BY DIGITALIZATION, SOCIAL FACTORS, AND DEMOGRAPHIC CHARACTERISTICS Awaluddin Siahaan; Fitrawaty; Indra Maipita
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 8 (2026): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23194431

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.
Co-Authors A.A. Ketut Agung Cahyawan W Abd Jamal Abdul Hamid K Anggrini Manullang Anhar Fauzan Priyono Aulia, Janisa Awaluddin Siahaan Awaluddin Siahaan Azizul Kholis Bernando Aldo Yosua Tambunan Chenny Seftarita Cia Cen Cindy Eleonora Sitohang Danny Ajar Baskoro Dede Ruslan Dian Sari Dinda Asri Sudianto Eduward Situmorang Eko Wahyu Nugrahadi Elisabeth Silaban Evi Syuriani Harahap Fahrurrozy Fahrurrozy Faisal Rahman Dongoran Fitrawaty Fitrawaty Friera, Ambrosya Ginting, Era Mustika Heriyaldi Heriyaldi Higinus Bonaventura Salu Hutasuhut, Saidun Ikhsan, Arfan Intan Harahap Khairuddin E. Tambunan Khairuddin E. Tambunan Khoirul Pahmi La Ane Lathifah Aini M. Yusuf Marito Ritonga Marito Ritonga Mei Sarah Andriani Tobing Melani Manginar Sirait Mohd. Dan Jantan Mohd. Dan Jantan Muammar Rinaldi Muhammad Bukhori Dalimunthe Muhammad Rifqi Farhan Hasibuan Mujasmara, Fildzah Darayani Muliana, Rizki Samora Nathalin Tambunan Nor Azam Abdul Razak Nor Azam Abdul Razak Panggabean, Rebecka Tri Talita Pasca Dwi Putra Pastriono Malau Pipit Pitriyan Pulungan, Fikri Ardiansyah Rachel Meylani Situmorang Rahmadana, Muhammad Fitri Rahmansyah Harum Reovasimulo Anakusara Rian Pasaribu Rinaldy, Muammar Riniati Simanihuruk Ritonga, Marito Rizsa Nabillah Rohana Panjaitan Saidun Hutasuhut Salsabila, Putri Setyo Tri Wahyudi Siburian, Eka Saripa Simanihuruk, Darto Paulus Situmorang, Prima Lestari Sudianto, Dinda Asri Suhendra Susy Alestriani Sibagariang Syafitri, Meilany Dwi Syahrani, Desi Tauada Silalahi Thamrin Vingky Dwi Pratama Wawan Hermawan Wawan Hermawan Wawan Hermawan Yuni Ekawati