Changes in Consumer Behavior of Millennials and Generation Z Towards Purchasing Consumer Goods in the Digital Era in Bator Village

An economic system driven by the use of information and communication technology (ICT) in various economic activities, such as the creation, distribution, and consumption of goods and services, is referred to as the digital economy. Cloud computing, big data, artificial intelligence (AI), and digital platforms have changed the way businesses and economies interact. The digital economy allows business transactions and activities to be carried out virtually, which accelerates globalization and enables innovation in areas such as finance, trade, education, and health. All aspects of human life have been affected by digital transformation, which has become a global trend. In Indonesia, policies that aim to accelerate digital transformation can accelerate economic growth, especially in the creative economy sector. They face infrastructure, literacy, and regulatory issues to accelerate the current transformation. Due to the advancement of digital technology in the era of the digital economy, consumer behavior has undergone major changes. Customers are increasingly engaged and better understand how to choose goods and services along with their increasingly complex needs. Millennials born between 1981 and 1996 saw a change in consumer behavior and Generation Z of those born between 1997 and 2012 had a huge influence on the purchase of consumer goods in the digital age, such as clothing, skincare, toys, food, home décor, and home furnishings. The study identifies changes in millennial and Gen Z buyer behavior when purchasing consumer goods. This research is a qualitative descriptive study on decision-making in the digital era in Bator Village. The focus of this study is the millennial generation and generation Z in Bator Village. The results of this study show that consumer behavior will change from generation to generation.