Digital Marketing, Lifestyle, and Religiosity in Shaping Gen Z Consumption Behavior: The Mediating Role of Positive Emotion
DOI:
https://doi.org/10.21274/reinforce.v5i2.12494Keywords:
Digital Marketing, Lifestyle, Religiosity, Positive Emotion, Consumption BehaviorAbstract
Abstract: Pekalongan is known as the City of Santri because more than one hundred Islamic boarding schools are spread across the region, so the consumption behavior of its people is expected to align with Islamic law. In reality, however, the people of Pekalongan tend to consume excessively and place greater emphasis on fashion and lifestyle, which contradicts that label. This study aims to examine the effect of digital marketing, lifestyle, and religiosity on consumption behavior with positive emotion as an intervening variable among Generation Z in Pekalongan Regency who use the Shopee e-commerce platform. This is a quantitative field research. The population consisted of 252,595 members of Generation Z in Pekalongan Regency, with a sample of 100 respondents determined using the Slovin formula and selected through proportional random sampling. Data were collected using a Likert-scale questionnaire and analyzed using path analysis. The results show that digital marketing, lifestyle, and religiosity each have a significant effect on consumption behavior, while positive emotion has no significant effect on consumption behavior. Lifestyle significantly affects positive emotion, whereas digital marketing and religiosity do not. Mediation tests indicate that positive emotion does not mediate the effect of digital marketing, lifestyle, or religiosity on consumption behavior.
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