Perubahan Perilaku Konsumsi Generasi Z di Kota Semarang dalam Merespons Konflik Geopolitik Iran, Israel, dan Amerika
DOI:
https://doi.org/10.38035/jmpis.v7i4.9070Keywords:
Generasi Z, Perilaku Konsumsi, Konflik Geopolitik, Persepsi Risiko, Kota SemarangAbstract
Konflik geopolitik seperti eskalasi Iran, Israel, dan Amerika dapat mempengaruhi konsumen domestik melalui transmisi harga energi, inflasi, dan ketidakpastian lapangan kerja, terutama bagi Generasi Z pengguna media sosial. Bukti empiris mikro respons konsumsi Generasi Z Indonesia masih terbatas. Penelitian kualitatif eksploratif dengan logika deduktif ini bertujuan menggali perubahan perilaku konsumsi Generasi Z di Kota Semarang merespons konflik melalui kerangka berurutan paparan informasi, persepsi risiko afektif dan analitik, strategi cope, dan perubahan pola konsumsi. Data diperoleh melalui wawancara mendalam semi-terstruktur dengan 10 informan dengan purposive sampling yang diperluas dengan snowball sampling, dianalisis secara deduktif dengan analisis tematik refleksif. Temuan menunjukkan paparan dominan melalui TikTok, Instagram, X, dan lingkungan sosial offline dengan verifikasi silang; respons afektif marah, sedih, khawatir, cemas; respons analitik pada BBM, inflasi, dan PHK; strategi cope terkuat pada perencanaan anggaran dan investasi defensif; penyesuaian F&B di luar rumah paling konsisten, diikuti fashion, belanja online dan travel bervariasi. Triangulasi mahasiswa, pekerja di bawah UMR dan di atas UMR memperkuat keabsahan temuan melalui konsistensi pola respons setiap tahap kerangka teoretis serta variasi instrumen finansial. Disimpulkan, konflik geopolitik diterjemahkan Generasi Z Semarang sebagai guncangan biaya hidup lokal yang dimediasi paparan informasi, persepsi risiko ganda, dan strategi cope, bukan ancaman fisik langsung.
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