DIGITAL AFFORDANCES AND NECESSITY: GEN Z'S HYBRID CONSUMPTION ECOLOGY

Abstract

This study examines the consumer behavior of Generation Z in Makassar within the context of economic uncertainty. The research specifically aims to identify the key factors influencing consumption patterns and decision-making among young consumers facing fluctuating economic conditions. A quantitative research design was employed, utilizing an online questionnaire with a five-point Likert scale to measure perceptions, preferences, and behavioral tendencies. The survey was distributed to 100 respondents selected through purposive sampling to ensure relevance and representativeness of the target population. Data were analyzed using validity and reliability tests to ensure measurement accuracy, followed by T-tests and F-tests with SPSS software for hypothesis testing. The analysis revealed that modern lifestyle orientation, perceptions of economic uncertainty, and the prioritization of essential needs significantly shape Generation Z’s consumer behavior. These findings suggest that this demographic group tends to balance aspirational consumption with financial prudence during periods of economic instability. The study contributes to a deeper understanding of youth consumer psychology in emerging urban contexts and provides practical insights for marketers and policymakers seeking adaptive strategies to engage Generation Z effectively in uncertain economic environments.