THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON THE CONSUMPTIVE BEHAVIOR OF GENERATION Z

Συγγραφείς

  • Jason Gunawan Universitas Pelita Harapan
  • Reynaldi Audrianto Universitas Pelita Harapan
  • Dewi Wuisan Faculty of Economics and Business, Universitas Pelita Harapan

DOI:

https://doi.org/10.19166/imj.v3i2.8508

Λέξεις-κλειδιά:

Social Media Influencers, Consumptive Behavior, Generation Z, SPSS, Consumer Behavior

Περίληψη

This study aims to analyze the impact of social media influencers on the consumptive behavior of Generation Z. A quantitative approach was employed, involving 53 respondents from Generation Z who actively use social media. Data were collected through questionnaires and analyzed using the Statistical Package for the Social Sciences (SPSS). The results indicated a significant influence of exposure to social media influencer content on the increase in consumptive behavior among Generation Z. Factors such as the frequency of viewing influencer content, the level of engagement with the content, and trust in influencers were positively correlated with the respondents' consumptive behavior. These findings suggest that social media influencers play a crucial role in shaping consumption behavior among Generation Z, providing important insights for marketers and researchers to understand consumer behavior dynamics in the digital era.

Αναφορές

Afandi, A., Samudra, J. P., Sherley, S., Veren, V., & Liang, W. (2021). Pengaruh endorsement influencer instagram terhadap keputusan pembelian pada generasi Z. Komunikology: Jurnal Pengembangan Ilmu Komunikasi dan Sosial, 5(1), 15-28. http://dx.doi.org/10.30829/komunikologi.v5i1.9272

Fitriyani, N., Widodo, P. B., & Fauziah, N. (2013). The relationship between conformity and consumer behavior among students in Genuk Indah, Semarang. UNDIP Psychology Journal, 12(1), 55-68.

Khrishananto, R., & Adriansyah, M. A. (2021). Pengaruh intensitas penggunaan media sosial Instagram dan konformitas terhadap perilaku konsumtif di kalangan generasi Z . Psikoborneo: Jurnal Ilmiah Psokologi, 9(2), 323-336. https://e-journals.unmul.ac.id/index.php/psikoneo/article/view/5973/pdf

Nurcahyo, R., Andry, D., & Kevin, K. (2017). Pengaruh trust, price dan service quality terhadap intention to purchase pelanggan Bhinneka. com. Jurnal Riset Manajemen dan Bisnis, 2(3), 391-400. http://dx.doi.org/10.36226/jrmb.v2i3.73

Oustin, T., & Habiburahman, H. (2023). Pengaruh media sosial dan gaya hidup terhadap perilaku konsumtif generasi Z pada pembelian sneakers (studi kasus pada mahasiswa Universitas Bandar Lampung). Ekonomika45: Jurnal Ilmu Manajemen, Ekonomi Bisnis, Kewirausahaan, 11(1), 356-362. http://dx.doi.org/10.30640/ekonomika45.v11i1.1872

Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity, brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484. https://doi.org/10.31933/jimt.v2i4.459

Putri, R. A. (2023). Pengaruh tindakan flexing influencer di Instagram terhadap perilaku konsumen mahasiswa generasi Z kota Bandung. Indonesian: Education University.

Rahayu, R. O. C., & Mulyaningsih, H. D. (2021). Pengaruh content marketing dan dukungan influencer terhadap minat beli konsumen pada produk fashion. Jurnal Riset Manajemen dan Bisnis, 1(2), 137-146. https://doi.org/10.29313/jrmb.v1i2.544

Λήψεις

Δημοσιευμένα

2024-10-25

Τεύχος

Vol. 3 No. 2, September 2023

Ενότητα

Articles

Άδεια

Authors who publish with this journal agree to the following terms:

1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

3) Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website). The final published PDF should be used and bibliographic details that credit the publication in this journal should be included.