e-Lifestyle Confirmatory of Consumer Generation Z

Abstract

The development of information technology has changed daily life patterns that tend towards digital. Differences across generations will result in understanding different behaviors and lifestyles, which are a challenge in this research. Lifestyle is needed in determining market segments of consumer behavior. Lifestyle understanding in Generation Z is expected to provide valuable information in various fields of socio-economic life. These findings are expected to provide an overview for marketers targeting the market in this segment. Understanding lifestyles can be an ingredient in developing marketing strategies according to the intended segment, especially Generation Z, which has identified a lifestyle following information technology or digital development. The research aimed to confirm e-lifestyle factors among Generation Z, especially university students, as members of the academic environment's dominant academic community. Specifically, the aim is to identify the pattern of e-lifestyle formation in Generation Z, especially among students and the information or social media used by Generation Z. This type of research is a survey. This research was initiated through empirical field observations. The study population used in this study was university students in Yogyakarta-Indonesia. The sampling technique uses a simple random sampling technique. The data used are primary: the response given by research subjects related to e-lifestyle factors. Data was collected through a survey using a questionnaire. The data analysis technique in this study uses a Confirmatory Factor Analysis (CFA). The results showed that the motives that became the basis of e-lifestyle in the Z generation corresponded to four factors, namely, e-activities, e-interests, e-opinions, and e-values. Information or social media are often used by Generation Z, namely, Instagram, Youtube, Line, Facebook, Twitter, Discard, Pinterest, Spotify, and Telegram. The purpose of using the information or social media is communication, entertainment, consumption or shopping, and community activities.

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