STUDI FENOMENOLOGI MEDIA SOSIAL DAN PERILAKU KONSUMERISME GENERASI Z

Syarif Hidayat; Vivi Candra; Supriyanto; Bambang Arianto; Debi Eka Putri

doi:10.37403/strategic.v4i3.278

Syarif Hidayat Sekolah Tinggi Ilmu Ekonomi Dwimulya
Vivi Candra Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Supriyanto Universitas Bina Insan
Bambang Arianto Sekolah Tinggi Ilmu Ekonomi Dwimulya
Debi Eka Putri Sekolah Tinggi Ilmu Ekonomi Sultan Agung

DOI: https://doi.org/10.37403/strategic.v4i3.278

Keywords: Social Media; Social Media Marketing; Consumerism; Generation Z

Abstract

Objective. This study aims to elaborate on the existence of social media and the increase in consumer behavior for generation Z. The digital era has made social media have greatly influenced all aspects of citizen life, to the point of creating dependency for generation Z.

Research Method. This study involved three subjects who were generation Z active users of Instagram and Tiktok social media. This study uses a phenomenological study approach with the Interpretative Phenomenological Analysis analysis method. Data were obtained through in-depth interviews and observations with categories based on statements from research subjects who actively use social media in their daily activities.

Results. The results of this study found that social media greatly contributed to the creation of consumer behavior and changes in the behavior of generation Z.

Conclusion. Subjective experiences in interacting with social media have played an important role in creating changes in consumer behavior among generation Z. Thus, social media has become a new space that emphasizes consumer behavior for generation Z.

References

Abyandary, T. T. (2023). Pengaruh Intensitas Menonton Youtube Terhadap Perilaku Konsumerisme Audiens. Tuturlogi: Journal of Southeast Asian Communication, 2(3), 193-206.
Anggraini, F., & Ahmadi, M. A. (2025). Pengaruh Influencer Marketing terhadap Keputusan Pembelian Produk Kecantikan di Kalangan Generasi Z: Literature Review. Journal of Management and Creative Business, 3(1), 62-73.
Anggraeni, E., & Setiaji, K. (2018). Pengaruh media sosial dan status sosial ekonomi orang tua terhadap perilaku konsumtif mahasiswa. Economic Education Analysis Journal, 7(1), 172-180.
Apriliana, N. S., & Utomo, E. P. (2019). Pengaruh intensitas melihat iklan di instagram terhadap pengetahuan dan perilaku konsumtif remaja putri. Jurnal Komunikasi, 13(2), 179-190.
Arianto, B., & Handayani, B. (2022). Studi Fenomenologi Youtube Sebagai Saluran Pembelajaran Kewargaan Desa Sukoharjo Kabupaten Sleman. Jurnal DIALOGIKA: Manajemen dan Administrasi, 3(2), 92-106. https://doi.org/10.31949/dialogika.v3i2.8717
Arianto, B., & Handayani, B. (2023). Media Sosial Sebagai Saluran Komunikasi Digital Kewargaan: Studi Etnografi Digital. ARKANA: Jurnal Komunikasi dan Media, 2(02), 220-236. https://doi.org/10.62022/arkana.v2i02.5813
Arianto, B., & Handayani, B. (2024). Pengantar Studi Fenomenologi. Borneo Novelty Publishing.
Arianto, B. (2021). Pandemi Covid-19 dan transformasi budaya digital di Indonesia. Titian: Jurnal Ilmu Humaniora, 5(2), 233-â.
Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.
Budiyati, U. N., & Diwanti, D. P. (2023). Pengaruh Marketing Influencer, Trend Fashion Muslim, Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa. Jurnal Ema, 8(1), 86-94.
Creswell, J. W., & Creswell, J. (2003). Research Design (pp. 155-179). Thousand Oaks, CA: Sage Publications.
Gratia, G. P., Merah, E. L. K., Triyanti, M. D., Paringa, T., & Primasari, C. H. (2022). Fenomena Racun Tik-Tok Terhadap Budaya Konsumerisme Mahasiswa di Masa Pandemi COVID-19. KONSTELASI: Konvergensi Teknologi Dan Sistem Informasi, 2(1).
Hastini, L. Y., Fahmi, R., & Lukito, H. (2020). Apakah Pembelajaran Menggunakan Teknologi dapat Meningkatkan Literasi Manusia pada Generasi Z di Indonesia?. Jurnal Manajemen Informatika (JAMIKA), 10(1), 12-28.
Hidayatun, U. (2015). Pengaruh intensitas penggunaan media sosial dan dukungan teman sebaya terhadap perilaku konsumtif pada siswa kelas XI SMA Muhammadiyah 3 Yogyakarta Tahun Pelajaran 2014/2015. Jurnal Riset Mahasiswa Bimbingan Dan Konseling.
Ilahi, D. R., Octaviani, V., & Sari, S. (2023). Pengaruh Kenikmatan Yang Dirasakan, Kegunaan Yang Dirasakan Dan Niat Merekomendasikan Terhadap Minat Beli Perempuan Millenial Pengguna Tik Tok Di Kota Bengkulu. Professional: Jurnal Komunikasi dan Administrasi Publik, 10(2), 825-838.
Jafar, M. K., Anggrainy, N. E., Suhardin, I., & Tohai, R. N. (2023). Gaya Hidup dan Perilaku Konsumtif Remaja di Manado. Maqrizi: Journal of Economics and Islamic Economics, 3(2), 96-105.
Kadeni, N. S. (2018). Pengaruh media sosial dan teman sebaya terhadap perilaku konsumtif mahasiswa. Equilibrium: Jurnal Ilmiah Ekonomi dan Pembelajarannya, 6(1), 61-70.
Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons, 54(3), 241–251.
Mustomi, D., & Puspasari, A. (2020). Pengaruh Media sosial terhadap perilaku konsumtif mahasiswa. CERMIN: Jurnal Penelitian, 4(1), 133-147.
Septiana, E., & Damanuri, A. (2024). Perubahan perilaku konsumen generasi milenial dan generasi z terhadap pembelian consumer goods pada era digital di desa beton. IJMA (Indonesian Journal of Management and Accounting), 5(2), 248-261.
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Pearson.
Singh, A. (2014). Challenging Generations: Understanding Generational Differences in the Workplace. (Singh, V., Verma, S., & Chaurasia, S. (2021). Intellectual structure of multigenerational workforce and contextualizing work values across generations: a multistage analysis. International Journal of Manpower, 42(3), 470-487.
Turner, A. (2015). "Generation Z: Technology and Social Connectedness." Journal of Social Sciences.
Twenge, J. M. (2017). iGen: Why Today's Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy—and Completely Unprepared for Adulthood.
Winarti, T., & Artanti, Y. (2022). pengaruh consumer review, ease of transaction, celebrity influencer terhadap keputusan penggunaan food delivery. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 6(2), 166-183.