According to Badan Pusat Statistik (BPS), in 2021 the average of Indonesian spending in consumption is Rp1.260.000. This is higher 3.17% than in 2020. This could be indicating that the average of spending towards consumption in 2024 is higher than that. This consumption resulted from various factors.

To delve into this phenomenon, we conducted a survey across 10 cities, engaging with 553 Indonesian youth aged 15 to 35. We found the complex phenomenon of how differ each age group of Indonesian youth purchase behavior is.

The younger youth, aged 15–24, allocate more than half of their income towards fulfilling their desires, driven by their early stages of independence and exploration in pursuit of self-expression. Many in this age group still live with their parents or receive pocket money from them, leading them to prioritize spending on items that cater to their personal interests and aspirations.

The older age groups, aged 25–35, typically allocate less than half of their income towards fulfilling their desires. As individuals in this age group mature, they prioritize essential spending, especially as many begin to marry and start families. This shift towards more responsible spending reflects their evolving priorities and increased financial commitments.