Abstract

This study aims to provide a comprehensive analysis of consumer behavior trends in Indonesia through a literature review of various studies conducted from 2015 to 2024. Using a systematic method to review and synthesize journal articles, this study explores how cultural, social, economic, and technological factors influence consumer purchasing decisions in Indonesia. Key findings suggest that rich socio-cultural values and increasing technology penetration have significantly changed the way Indonesian consumers interact with the market. The review also highlights changes in shopping behavior driven by the growth of e-commerce and social media, as well as shifts in values and expectations among the younger generation. The study identifies several important gaps in the literature, including the lack of longitudinal studies, the paucity of research in non-urban areas, and the need for deeper analysis of the interaction between local cultural values and digital technology adoption. This study provides new insights into how cultural, technological, and economic changes interrelate with consumer behavior in Indonesia. The implications of the study's findings emphasize the importance of data-driven and adaptive marketing strategies to meet the needs of dynamic Indonesian consumers. Further studies are needed to address these gaps in order to provide a more holistic understanding of consumer behavior.

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