DETERMINAN CONSPICUOUS ONLINE CONSUMPTION GENERASI Y
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Abstract
Keamanan finansial telah menjadi perhatian utama masyarakat karena fluktuasi perekonomian nasional, terutama bagi angkatan kerja generasi Y yang dikenal memiliki gaya hidup hedonisme. Perilaku membeli dan memamerkan barang mewah (conspicuous consumption) merupakan karakteristik gaya hidup tersebut, terlebih ketika mereka melihat barang mewah tersebut di media sosial. Oleh sebab itu, penelitian ini bertujuan untuk mengkaji bagaimana media sosial dan simbolisme kemewahan (luxury symbolism) mempengaruhi perilaku conspicuous online consumption pada generasi Y, serta peran moderasi pengungkapan diri (self-disclosure) terhadap pengaruh tersebut. Media sosial, seperti YouTube dan TikTok, menjadi platform utama untuk membandingkan diri dan memamerkan kemewahan kepada lingkungan sosial, sementara produk yang memiliki simbolisme kemewahan dapat memotivasi generasi Y untuk membeli produk tersebut. Populasi penelitian ini adalah seluruh masyarakat generasi Y yang berumur 22 sampai dengan 42 tahun, sementara sampel penelitian ini adalah generasi Y yang menggunakan media sosial. Jumlah sampel yang diperoleh sebanyak 179 responden yang dipilih dengan metode convenience sampling lalu data tersebut dianalisis dengan metode PLS-SEM. Penelitian ini menyimpulkan bahwa luxury symbolism dan media sosial berpengaruh positif dan signifikan terhadap conspicuous online consumption, sementara self-disclosure dapat memoderasi pengaruh media sosial terhadap conspicuous online consumption secara signifikan, tetapi variabel tersebut tidak memoderasi pengaruh luxury symbolism terhadap conspicuous online consumption secara signifikan. Hasil penelitian ini memberikan implikasi praktis bagi perusahaan barang mewah untuk merancang strategi pemasaran yang lebih efektif di media sosial dengan menonjolkan simbolisme kemewahan produk mereka. Perusahaan harus memanfaatkan platform media sosial untuk menciptakan narasi yang menarik dan autentik tentang produk mereka, serta mendorong konsumen untuk berbagi pengalaman mereka secara online. Selain itu, perusahaan dapat memanfaatkan pengungkapan diri konsumen sebagai alat untuk memperkuat hubungan dengan pelanggan dan meningkatkan loyalitas merek. Penyediaan informasi yang jelas mengenai nilai tambah dan manfaat produk juga penting untuk membantu konsumen membuat keputusan pembelian yang lebih terinformasi dan bijak. Penelitian ini juga menekankan pentingnya mengurangi fokus pada conspicuous consumption dengan menekankan nilai fungsional dan praktis dari produk, yang dapat membantu dalam membangun reputasi merek yang lebih positif dan berkelanjutan di mata konsumen generasi Y.
Financial security has become a major concern because of the national economic fluctuations, especially for the workforce of generation Y who are known for their hedonism lifestyle. The behavior of purchasing and showing luxury products (conspicuous consumption) has become a proof of the lifestyle, with the lifestyle being even more common when they see the products in social media. Therefore, this study aims to investigate how social media and luxury symbolism influence conspicuous online consumption among generation Y, as well as the moderating role of self-disclosure toward those influences. Social media, such as YouTube and TikTok, has been a primary platform for peer-comparison and showing off luxury to social environment, while products with luxury symbolism may motivate generation Y to purchase the product. The population of this research is all generation Y aged 22 to 42 years, while the sample of this study is the Y-generation who use social media. The amount of collected sample was 179 respondents who were selected by using convenience sampling method and the data was analyzed by using PLS-SEM method. This study concluded that luxury symbolism and social media influence conspicuous online consumption significantly, while self-disclosure moderates the influence of social media toward conspicuous online consumption, but it doesn’t moderate the influence of luxury symbolism toward conspicuous online consumption. The results of this study have practical implications for luxury goods companies in designing more effective marketing strategies on social media by highlighting the luxury symbolism of their products. Companies should leverage social media platforms to create engaging and authentic narratives about their products and encourage consumers to share their experiences online. Additionally, companies can utilize consumer self-disclosure as a tool to strengthen customer relationships and increase brand loyalty. Providing clear information about the added value and benefits of the products is also important to help consumers make more informed and wise purchasing decisions. This study also emphasizes the importance of reducing the focus on conspicuous consumption by highlighting the functional and practical value of the products, which can help in building a more positive and sustainable brand reputation in the eyes of Generation Y consumers.
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