Conspicuous Consumption on Gen Z in Indonesia

Abstract

Social media has become a primary need for Generation Z in Indonesia. The intensity of social media use in these generations assumes that Gen Z in Indonesia has conspicuous consumption in their lifestyle; one form of conspicuous consumption is the purchase of Luxury goods. One of the social media platforms used by Gen Z in Indonesia is YouTube Z. Study aims to find out the influence of conspicuous consumption as measured through several variables such as self-image, self-esteem, and social media usage. This research is a descriptive research and the type of data used is quantitative data. The population of this research is from Gen Z who have YouTube accounts and have bought unknown amounts of luxury goods. The sample in the study as a whole amounted to 210 respondents. The methods used are nonprobability sampling and accidental sampling techniques using the formula Maximum likelihood. Analysis of data used using PLS-SEM. This study showed that four of the constructed hypotheses were supported and one was rejected. The findings of this study show social media usage has a positive and significant effect on the self-image of Gen Z in Indonesia, self-image positively significant and influences conspicuous consumption for Gen Z in Indonesia, from the influence of mediation, it is found that self-image mediates social media relationships. Usage against conspicuous consumption with significant. Lastly, from the effect of moderation, self-esteem fails in moderating social media usage relationships to conspicuous consumption.