Teknologi dipersonalisasi dan kepribadian narsistik di kalangan Generasi Z
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Abstract
This study aims to examine the impact of personalized technology in advertising by considering two personality traits among Generation Z: Grandiose Narcissism and Vulnerable Narcissism. The research was conducted through a quantitative survey with respondent from Generation Z in Surakarta and Yogyakarta. A total of 248 valid questionnaires were collected and analyzed using PLS SEM techniques. The results show significant differences from earlier studies, particularly in four main hypotheses, including the moderating role of Vulnerable Narcissism. The findings suggest that cultural factors and the digital characteristics of Indonesian Generation Z influence the relationship between digital advertising and users’ psychological experiences. The implications of this study are directed toward advertisers in designing effective communication strategies and toward policymakers in developing privacy protection regulations, especially in the coGNext of social media.
Penelitian ini bertujuan untuk mengetahui pengaruh teknologi yang dipersonalisasi dalam konteks periklanan dengan mempertimbangkan dua jenis kepribadian pada generasi Z yaitu Grandiose Narcisism dan Vulnareble Narcisism. Penelitian ini dilakukan dengan responden generasi Z di Surakarta dan Yogyakarta dengan pendekatan kuantitatif survey. 248 Kuesioner berhasil dikumpulkan dalam penelitian ini dan diolah menggunakan teknik PLS SEM. Hasil penelitian menunjukkan perbedaan signifikan dari penelitian terdahulu, khususnya pada empat hipotesis utama termasuk moderasi dari Vulnareble Narcisism. Temuan dalam penelitian ini menunjukkan bahwa faktor budaya, karakter digital generasi Z Indonesia turut mempengaruhi antaraiklan digital dengan pengalaman psikologis pengguna. Implikasi dari penelitian ini ditujukan bagi pengiklan untuk merancang strategi komunikasi serta bagi pembuat kebijakan dalam pembuatan regulasi untuk melindungi masalah privasi terutama di media sosial.
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