Adaptasi Bisnis dan Kebijakan Terhadap Perubahan Pola Konsumsi Gen Z di Era Digital

Abstract

The rapid development of digital technology has significantly transformed consumer behavior, 
especially among Generation Z, who are considered digital natives. This study aims to analyze how 
businesses and public policies adapt to changes in Gen Z’s consumption patterns in the digital era. Using 
a qualitative literature review approach, this research examines various academic sources and empirical 
findings on digital consumer behavior. The results show that Gen Z’s consumption is driven by value
based preferences, authenticity, and social influence through digital platforms such as TikTok, 
Instagram, and YouTube. Businesses are required to adopt digital transformation strategies using big 
data, artificial intelligence, and content marketing to enhance customer engagement. Meanwhile, the 
government must establish responsive policies regarding digital protection, e-commerce regulation, and 
inclusive digital economy development. The findings strengthen theoretical frameworks such as the 
Technology Acceptance Model (TAM) and Social Influence Theory, highlighting that innovation, social 
values, and adaptive governance are key to sustainable adaptation