SOCIAL MEDIA AS AN AGENT OF SOCIAL CHANGE: HISTORY OF GEN Z CONSUMERISM BEHAVIOR IN INDONESIA'S MAJOR CITIES

Abstract

Social media has increasingly become a significant agent of social change in shaping the behavior, consumption patterns, and lifestyles of urban communities, particularly Generation Z in Indonesia. As a generation that has grown up in the digital era, Gen Z demonstrates high levels of social media engagement, making them particularly susceptible to viral trends, lifestyle representations, influencer recommendations, and digital advertising. This qualitative descriptive-analytical study employs a literature review method to examine how social media shapes Gen Z's consumerist behavior from historical and sociological perspectives. Data were analyzed using a thematic approach to identify recurring patterns, underlying factors, and the broader implications of digital consumption culture. The findings indicate that social media algorithms, influencer marketing, and digital popular culture contribute to the normalization of excessive consumption and the commodification of personal identity among Gen Z. Consumption is increasingly associated with self-expression, social recognition, and symbolic status rather than merely fulfilling practical needs. Furthermore, social media platforms reinforce consumer preferences through continuous exposure to persuasive content and socially constructed lifestyle standards. This study concludes that social media plays an ambivalent role: while it reinforces status-oriented consumerism and materialistic values, it also provides opportunities for positive social transformation through critical engagement, responsible digital participation, and strengthened digital literacy. Therefore, promoting digital literacy is essential to fostering more conscious and sustainable consumption behavior among Generation Z.