TEORI PERMINTAAN DAN PERILAKU KONSUMTIF GENERASI Z DI ERA MEDIA SOSIAL

Abstract

This study aims to analyze the relationship between demand theory and the consumptive behavior of Generation Z in the era of social media. The background of this research stems from the rapid development of digital technology, which has changed consumer behavior patterns, particularly among Generation Z, who tend to make consumption decisions based not only on price and income but also on social influence and lifestyle trends. This study employs a qualitative descriptive approach through literature research by reviewing scientific journals, books, and relevant publications from 2020–2025. The findings show that social media has become a new variable in demand theory, influencing consumer preferences through emotional and symbolic values rather than purely economic rationality. Generation Z tends to exhibit impulsive and emotional purchasing behavior, driven by exposure to influencers, visual marketing, and viral trends on platforms such as TikTok and Instagram. This phenomenon leads to the emergence of emotional demand, in which consumption decisions are motivated by self-expression, social recognition, and a desire to follow trends. The results of this study confirm that classical demand theory must be contextualized with digital and psychological aspects that shape modern consumer behavior. This research is conceptual and is expected to contribute theoretically to the development of consumer economics and marketing strategies that are more adaptive and relevant in the digital era.