Semarang, September 24, 2026 – The Information and Public Relations Study Program, Vocational School, Universitas Diponegoro (UNDIP), held an UNDIP Global Classroom (UGC) with Dr. Isma Addi Jumbri from Universiti Teknikal Malaysia Melaka (UTeM).
The sessions focused on “Understanding Consumer Behavior in the Digital Era.” The program helped students understand how digital technology continues to change the way people search for information, interact with brands, and make purchasing decisions.
UNDIP Global Classroom Promotes International Learning
UNDIP Global Classroom (UGC) is an international learning program that connects UNDIP students with lecturers from partner universities abroad. The program integrates two learning sessions delivered by international lecturers.
The sessions support current course topics and connect classroom learning with the Sustainable Development Goals (SDGs).
The UGC sessions took place online through Zoom Meeting on Thursday, September 17, and Thursday, September 24, 2026. Nur Laili Mardhiyani, S.Kom., M.Kom., a lecturer from the Information and Public Relations Study Program, served as the moderator.
What Makes Gen Z Buy?
In the first session on September 17, Dr. Isma presented “Coffee, Content & Clicks: What Makes Gen Z Buy?”
The session explored how Generation Z makes purchasing decisions in a digital environment. As a generation that grew up with digital technology, Gen Z has different ways of finding and evaluating information about products.
Dr. Isma explained that short videos, visual content, social media, online communities, and brand relevance can influence Gen Z’s purchasing decisions.
Consumers no longer depend only on information from companies. They can search for information, compare products, read reviews, follow recommendations, and interact with different types of content before buying a product.
Consumer Behavior Across Generations
The discussion continued on September 24 with the topic “Online Consumer Behavior Across Generation.”
Dr. Isma discussed consumer characteristics across several generations, including Gen Alpha, Gen Z, Gen Y, Gen X, and Baby Boomers. Each generation has different ways of accessing information, communicating, and interacting with brands.
The session also explored the shift from traditional consumer behavior to digital consumer behavior.
In the past, consumers often relied on physical stores, salespeople, and word of mouth. Today, digital media gives consumers access to more information and product choices.
Consumers can also read online reviews, join digital communities, watch product content, and compare different products before making a purchase.
Bringing Malaysian Culture into the Classroom
The learning session also featured a touch of Malaysian culture. Dr. Isma opened the interaction with a traditional Malay pantun:
“Indah nama Sungai Melaka,
Tempat ikan kejar mengejar,
Saya Isma dari Melaka,
Mohon berikan tunjuk ajar.”
The pantun added a cultural element to the academic session. It also created a more engaging interaction between students and the lecturer from Malaysia.
Connecting Consumer Behavior with Digital Communication
Understanding consumer behavior is important for students of Information and Public Relations. Digital communication requires an understanding of how audiences find, receive, and respond to information.
Consumer behavior also helps students understand the connection between audiences, content, media, and brands.
Through the UNDIP Global Classroom, students had the opportunity to learn directly from an international academic. The program also expanded their understanding of consumer behavior and digital communication.
At the same time, the sessions created a space for academic and cultural exchange between UNDIP and UTeM.