Navigating Consumer Behaviour: Exploring the Influence of Fashion Trends and Social Media on Gen Z and Millennial Consumption in West Java

Yasdiafiani Dewi; Indra Indra

doi:10.36441/jamr.v4i1.2117

Navigating Consumer Behaviour: Exploring the Influence of Fashion Trends and Social Media on Gen Z and Millennial Consumption in West Java

Yasdiafiani Dewi, Indra Indra

Abstract

Understanding consumer behaviour is crucial for assessing the economic well-being of individuals or households. However, with the advancement and modernization of society, individuals tend to impose their desires on consumption, leading to a consumeristic. This study investigates the impact of fashion trends and social media on consumption behavior among Generation Z and Millennials in West Java Province using partial least squares structural equation modeling (PLS-SEM). Primary data collected through surveys were analyzed. The results reveal that fashion trends significantly influence consumption behavior, while social media has a minimal impact. This suggests that efforts to reduce consumerism's impact should focus on addressing the influence of fashion trends. However, leveraging social media for educational campaigns promoting responsible consumption remains crucial.

Keywords

consumer behaviour, fashion trends, social media, PLS-SEM

Full Text:

PDF

References

Anafarhanah, S. (2019). Tren Busana Muslimah Dalam Perspektif Bisnis dan Dakwah. Jurnal Ilmu Dakwah, 18(1), 81–90. https://doi.org/10.18592/alhadharah .v18i1.2999

Anggraini, M., Nusrida, H., & Kamarni, N. (2022). Perilaku Konsumsi Muslimah Generasi Z Terhadap Produk Trend Fashion (Studi Kasus Mahasiswi UIN Imam Bonjol). Jurnal Ekonomika Dan Bisnis Islam, 5(3), 52–64. https://doi.org/10.26740/jekobi.v5n3.p52-64

Ansharullah. (2019). Pakaian Muslimah Dalam Perspektif Hadis dan Hukum Islam. DIKTUM: Jurnal Syariah Dan Hukum, 17(1), 65–86. https://doi.org/10.35905/ diktum.v17i1.664

Arsita, N., & Sanjaya, V. F. (2021). Pengaruh Gaya Hidup dan Trend Fashion Terhadap Keputusan Pembelian Online Produk Fashion Pada Media Sosial Instagram. Jurnal Ilmu Manajemen Saburai, 7(2), 125–131. https://doi.org/10.24967/ jmb.v7i2.1390

Berkat, V. M., & Lumentah, N. (2022). Analisis Faktor-Faktor Yang Mempengaruhi Pertumbuhan Ekonomi di Kabupaten Mimika. Journal of Economics and Regional Science, 2(1), 50–67. https://doi.org/10.52421/jurnal-esensi.v2i1.211

Cahyono, A. S. (2016). Pengaruh Media Sosial Terhadap Perubahan Sosial Masyarakat di Indonesia. Publiciana, 9(1), 140–157. https://doi.org/10.36563/ publiciana.v9i1.79

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika. https://doi.org/10.1007/BF02310555

DinarStandard. (2022). State of the Global Islamic Economy Report.

Edy, I. C., & Brotojoyo, E. (2017). Kajian Model Empiris : Pengaruh Media Sosial Terhadap Life Style dan Keputusan Pembelian. Prosiding Seminar Nasional Geotik , 69–77. http://hdl.handle.net/11617/9082

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18, 382-388.

http://dx.doi.org/10.2307/3150980

Firamadhina, F. I. R., & Krisnani, H. (2021). Perilaku Generasi Z Terhadap Penggunaan Media Sosial TikTok: TikTok Sebagai Media Edukasi dan Aktivisme. Share: Social Work Journal, 10(2), 199–208. https://doi.org/10.24198/share. v10i2.31443

Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Badan Penerbit Univesitas Diponegoro.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice. https://doi.org/10.2753/MTP1069-6679190202

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review. https://doi.org/10.1108/EBR-10-2013-0128

Haryanti, I., & Nurdin, H. (2021). Trend Fashion dan Gaya Hidup Hedonis Terhadap Keputusan Pembelian Pakaian Berhijab di Kota Bima. Jurnal Sains Manajemen Dan Bisnis Indonesia, 11(2), 124–135. https://doi.org/10.32528/jsmbi.v11i2.2757

Hendariningrum, R., & Susilo, M. E. (2008). Fashion dan Gaya Hidup: Identitas dan Komunikasi. Jurnal Ilmu Komunikasi, 6(2), 25–32. https://doi.org/10.31315/ jik.v6i1.38

Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-014-0403-8

Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. https://doi.org/10.9744/pemasaran. 14.1.25─34

Komala, C. (2018). Perilaku Konsumsi Impulsive Buying Perspektif Imam Al-Ghazali. Jurnal Perspektif , 2(2), 248–266. https://doi.org/10.15575/jp.v2i2.31

Laela, T. D. F. (2015). Pengaruh Perilaku Konsumen dan Merek Produk Terhadap Minat Beli Produk Fashion Zoya. Jurnal Ekonologi Ilmu Manajemen, 2, 131–134. https://doi.org/10.2827/jeim.v2i2.1137.g1031

Marka, M.M, & Noor, S. (2023). Gen-Z Consumer Behavior: What Factors are Affecting Repurchase Intention of Online Ticket Reservation?. Journal of Applied Management Research, 3 (1), 26-32. https://doi.org/10.36441/jamr.v3i1.1579

Miranda, S., & Lubis, E. E. (2017). Pengaruh Instagram Sebagai Media Online Shopping Fashion Terhadap Perilaku Konsumtif Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 4(1), 1–15.

Mustomi, D., & Aprilia, P. (2020). Pengaruh Media Sosial Terhadap Perilaku Konsumtif Mahasiswa. CERMIN: Jurnal Penelitian, 4(1), 133–147. https://doi.org/10.36841/ cermin_unars.v4i1.496.

Neti, U., Ulfah, M., & Syahrudin, H. (2020). Pengaruh Intensitas Penggunaan Media Sosial Terhadap Perilaku Konsumtif Mahasiswa Prodi Pendidikan Ekonomi Universitas Tanjungpura. JPPK: Jurnal Pendidikan Dan Pembelajaran Khatulistiwa, 9(9), 1–8. https://doi.org/10.26418/jppk.v9i9.42368

Rahayu, S. (2020). Pengaruh Trend Fashion dan Pergaulan terhadap Gaya Hidup Konsumtif pada Mahasiswi Fakultas Ekonomi dan Bisnis Islam UIN Sulthan Thaha Saifuddin Jambi. http://repository.uinjambi.ac.id/id/eprint/4827

Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing. https://doi.org/10.1016/j.ijresmar.2009.08.001

Rohman, A. (2016). Budaya Konsumerisme dan Teori Kebocoran di Kalangan Mahasiswa. KARSA: Jurnal Sosial Dan Budaya Keislaman, 24(2), 237. https://doi.org/10.19105 /karsa.v24i2.894

Sari, A. E. (2014). Analisis Faktor yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 13(1), 55–73. https://doi.org/10.14710/jspi.v13i1.55-73

Sari, I. D., & Patrikha, F. D. (2021). Pengaruh E-Gaya Hidup, Trend Fashion, dan Customer Experience Terhadap Impulse Buying Produk Fashion Konsumen. AKUNTABEL, 18(4), 2021–2683. https://doi.org/10.30872/jakt.v18i4.9856

Sekaran, U., & Bougie, R. (2019). Research Methods for Business: A Skill Building Approach. John Wiley & Sons.

Sutarno, R. A., & Purwanto, S. (2022). Perilaku Konsumtif Generasi Z terhadap Keputusan Pembelian Produk Silverqueen di Kota Sidoarjo. J-MAS (Jurnal Manajemen Dan Sains), 7(1), 309. https://doi.org/10.33087/jmas.v7i1.400

Tajuddien, R., & Praditya, A. (2022). Pengaruh Sosial Media Terhadap Perilaku Konsumtif Mahasiswa di Online Marketplace. Jurnal ARASTIRMA Universitas Pamulang, 2(2), 180–190. https://doi.org/10.32493/arastirma.v2i2.23169

Wold, H. (1985) Partial Least Squares. In: Kotz, S. and Johnson, N.L., Eds., Encyclopedia of Statistical Sciences, Vol. 6, John Wiley, New York, 581-591.

Wulandari, S. (2018). Pengaruh Fashion Hijab Terhadap Perilaku Konsumtif Mahasiswi Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi. http://repository.uinjambi.ac.id/ id/eprint/286

Wurangian, F. D., Engka, D., & Sumual, J. (2015). Analisis Pola Konsumsi Mahasiswa Fakultas Ekonomi & Bisnis Universitas Sam Ratulangi Yang Kost di Kota Manado. Jurnal Berkala Ilmiah Efisiensi, 74–87. https://ejournal.unsrat.ac.id/ index.php/jbie/ article/view/7658

Yahya, R.Z., Supriyono, S., & Marka, M.M, (2023). The Influence of Green Products and Green Prices on Customer Satisfaction with Cleo Brand Bottled Drinking Water Products through Purchasing Decisions as an Intervening Variable. Journal of Applied Management Research, 3 (2), 71-77. https://doi.org/ 10.36441/jamr.v3i2.1954

Zainur, Z. (2020). Konsep Dasar Kebutuhan Manusia Menurut Perspektif Ekonomi Islam. Jurnal An-Nahl, 7(1), 32–43. https://doi.org/10.54576/annahl.v7i1.