PENGARUH MEDIA SOSIAL DAN GAYA HIDUP TERHADAP PERILAKU KONSUMTIF GEN Z DI KOTA PALEMBANG

This study aims to analyze the influence of social media and lifestyle on the consumptive behavior of Gen Z in Palembang City. A quantitative approach was employed by distributing questionnaires to 100 respondents aged 18–27 years. Data were analyzed using multiple linear regression with SPSS 23. The findings reveal that social media has no significant effect on Gen Z’s consumptive behavior, indicating that social media usage intensity does not necessarily drive excessive consumption patterns. In contrast, lifestyle shows a positive and significant influence, particularly through activities, interests, and opinions oriented toward trends and social status symbols. Overall, the results highlight that lifestyle plays a more dominant role than social media in shaping consumptive behavior. These findings provide implications for businesses to focus on lifestyle-related factors when designing effective marketing strategies for young consumers.