The Influence Of Social Preferences On Household Consumption Decisions In The Digital Age

Abstract

The digital age has altered household consumption patterns, where social norms play a significant role in consumption decision-making, particularly for products that reflect lifestyle and social status. This study employs both quantitative and qualitative approaches to investigate the extent to which social preferences influence household consumption in Indonesia. The results showed that fashion and culinary products were most influenced by social norms, with the highest levels of conformity occurring in young age groups. Social media, particularly through influencers and friend recommendations, significantly reinforces these social norms. The implications of this study highlight the importance of a community-based marketing approach and digital literacy education, enabling more informed household consumption.