<![CDATA[This study aims to analyze the influence of the Attention Economy on the intensity of digital content consumption and the consumptive behavior of Generation Z students at the Lamaddukelleng Institute. A quantitative approach was employed, involving 83 Generation Z students as respondents. Data were collected via Likert-scale questionnaires and analyzed using SPSS version 25, utilizing both simple and multiple linear regression techniques. The results indicate that the Attention Economy has a positive and significant influence on the intensity of digital content consumption, with a regression coefficient of 0.656 and a significance value of less than 0.001. Furthermore, the Attention Economy positively and significantly affects consumptive behavior in the simple regression analysis, showing a regression coefficient of 0.553 and a significance value of less than 0.001. The intensity of digital content consumption also demonstrated a positive and significant influence on consumptive behavior when tested separately, with a regression coefficient of 0.694 and a significance value of less than 0.001. However, in the multiple linear regression analysis, while the Attention Economy maintained a positive and significant influence on consumptive behavior, the intensity of digital content consumption did not show a significant partial effect. Simultaneously, both variables significantly influenced consumptive behavior, yielding an F-value of 36.621 and a coefficient of determination (R²) of 0.478. This implies that the two variables account for 47.8% of the variation in the students' consumptive behavior. The study concludes that the Attention Economy is a crucial factor linked to the intensity of digital content consumption and the consumptive behavior of Generation Z students. These findings underscore the importance of digital awareness and consumption control, encouraging students to adopt a more critical approach when responding to content and consumption stimuli on digital platforms.]]>
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