Abstract

Economic digitalization has not only changed business patterns but also changed people's consumption patterns, especially the Z (zoomers) Generation known as digital natives. This research aims to determine the implications of economic digitalization on the consumption patterns of the Z Generation. Using a qualitative research method, a phenomenological approach, the type of data used is primary data from interviews. The research results show that the implications of economic digitalization have changed the consumption patterns of the Z Generation, not only in terms of changing conventional consumption patterns to become completely digital but also hurting the uncontrolled consumption fluctuations that occur in most of the Z Generation. Economic digitalization is very broad and unlimited. Provides convenience but on the other hand, it has encouraged consumption patterns that are difficult to control such as wasteful, consumptive, and impulsive. Even though online consumption patterns are currently widespread, offline consumption patterns are still relevant in the lives of the Z (zoomers) Generation. Lastly, the use of Paylater is currently increasing in this study, Researchers found that students at the Muhammadiyah University of Malang predominantly do not use standards because of their knowledge of the prohibition of usury, as well as knowing the dangers of using online loans and the number of Paylater users found is smaller

Keywords: Digitalization of Economy, Consumption Patterns, Generation Z, Impulse Buying.