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INDONESIA
Journal of Sumatera Sociological Indicators
Published by TALENTA PUBLISHER
ISSN : -     EISSN : 28305388     DOI : -
Core Subject : Humanities, Social,
Humanities Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences
General Scope It focuses on the advancement of research, theory, and applied science in the fields of sociology and social sciences in general. Specific Scope It covers the development of research, theory, and application in the field of sociology, especially in Indonesia and the world in general. Some of the themes or topics covered in this journal include: Community adaptation strategy in the era of the COVID-19 Pandemic Fundamentalism, radicalism and religious social movements Mitigation of customary lands and indigenous peoples in tourism development Food security and climate change. Poverty, child labor, and trafficking Virtual society, social media, and post-truth politics Gender and natural disasters Poverty, crime, and urban social unrest all contribute to more poverty, crime, and urban social unrest. Poverty, urbanization, and rural communities
Arjuna Subject : Ilmu Sosial - Sosiologi dan Ilmu Politik
Articles 51 Documents
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A Comparison of Consumptive Behavior Between the Younger Generation and Housewives in the Digital Era Raycila Agita Putri; Alna Hanana
Journal of Sumatera Sociological Indicators Vol. 5 No. 01 (2026): May
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jssi.v5i01.25463

Abstract

This study compares consumptive behavior between the younger generation and housewives in the digital era and analyzes how digital culture shapes their shopping patterns. The rapid development of social media, e-commerce platforms, and digital marketing has shifted consumption from fulfilling basic needs toward lifestyle expression, trends, and social identity. This research provides a sociological perspective on how social roles and digital exposure influence differences in consumption behavior. The study uses a small-scale qualitative exploratory approach involving two informants: a college student representing the younger generation and a housewife representing domestic consumers. Data were collected through semi-structured interviews and observation, then analyzed using thematic analysis focusing on impulse buying, social media influence, financial management, and shopping motivation. The findings indicate that the younger generation tends to exhibit more impulsive buying behavior, driven by social media trends, influencer content, online promotions, and algorithm-based recommendations. In contrast, housewives demonstrate more controlled consumption patterns, prioritizing household needs, budgeting, and practical considerations, although they also actively use online shopping platforms. Overall, consumptive behavior in the digital era is shaped not only by technological exposure but also by social roles, economic responsibility, and lifestyle orientation. Despite the limited number of participants, this study offers exploratory insights into how digital platforms influence consumption practices and everyday decision-making in different social groups.

Page 6 of 6 | Total Record : 51

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