Employment conditions and digital consumption patterns among generation z and millennials in Indonesia

Abstract

Purpose: to analyze the relationship between employment conditions and digital consumption patterns among generation z and millennials in Indonesia.

Method: this study employs a descriptive quantitative approach using secondary data from Statistics Indonesia and the Populix report. Data are analyzed using descriptive and comparative methods to examine the relationship between employment conditions and digital consumption patterns among generation z and millennials in Indonesia.

Findings: employment conditions characterized by unemployment, relatively low wages, and high informal employment do not directly reduce digital consumption among generation z and millennials in Indonesia. Despite economic limitations, both groups remain actively engaged in online shopping, supported by digital payment systems and promotional incentives. However, financial constraints lead to more selective and price-sensitive purchasing behavior in the digital economy.

Implications: digital consumption among generation z and millennials is shaped not only by employment conditions but also by technological access and social influences.

Originality: lies in integrating employment conditions and digital consumption behavior within a single analytical framework focused on generation z and millennials in Indonesia.