Pengaruh Social Media Usage terhadap Conspicuous Online Consumption Dimediasi oleh Self-Image Congruity, dan Self-Esteem pada Kaum Milenial di Jabodetabek

Irsyad Muhammad Firdaus; Kurniawati Kurniawati; Nadhea Oudynella Marzia; Nindita Dwinurfrinda Putri; Radhita Intan Anggraini; Sela Kustiawan

doi:10.34149/jmbr.v20i2.308

Pengaruh Social Media Usage terhadap Conspicuous Online Consumption Dimediasi oleh Self-Image Congruity, dan Self-Esteem pada Kaum Milenial di Jabodetabek

Irsyad Firdaus - Trisakti University , & Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti , &
Kurniawati Kurniawati - Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
Nadhea Marzia - Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
Nindita Putri - Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
Radhita Anggraini - Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
Sela Kustiawan - Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti

Abstract

Social media usage and conspicuous online consumption for millennials are widely recognized in consumer research. This study aimed to analyze the effect of social media usage, self-image congruity, and self-esteem in conspicuous online consumption among millennials in Jabodetabek. The method in this study is quantitative, using survey research on all millennials in Jabodetabek as the object of research. Data collection is used by distributing questionnaires. The research sample was selected using purposive sampling, so 202 respondents were obtained for 2 weeks in June 2021. The data testing method was an instrument test with a validity and reliability test using SPSS. The data analysis method used Structural Equation Modeling (SEM) using AMOS software. The analysis results show a significant and positive relationship between social media usage, self-image congruity, self-esteem, and conspicuous online consumption. Self-image congruity and self-esteem are able to mediate between social media usage and conspicuous online consumption. Mid-luxury brand managers are advised to target this consumer group to increase conspicuous online consumption.

Keywords

Social Media Usage, Self-Image Congruity, Self-Esteem, Conspicuous Online Consumption

Full Text:

PDF (Bahasa Indonesia)

References

Bajac, H., Palacios, M., & Minton, E. A. (2018). Consumer-brand congruence and conspicuousness: an international comparison. International Marketing Review, 35(3), 498â€“517. https://doi.org/10.1108/IMR-12-2016-0225.

Burnasheva, R., & Suh, Y. G. (2020). The influence of social media usage, self-image congruity and self-esteem on conspicuous online consumption among millennials. Asia Pacific Journal of Marketing and Logistics, 33(5), 1255â€“1269. https://doi.org/10.1108/APJML-03-2020-0180.

Bolton, R., & Hoefnagels. (2017). J. of Public Budgeting, Accounting & Financial Management, 29 (4), 498-521 Winter 2017 Raising Local Revenue: the Use and Adequacy of Voluntary Property Taxes in Arkansas. Management Research Review, 40(3), 352â€“367. https://doi.org/10.1108/09564231311326987.

Charoennan, W., & Huang, K.-P. (2018). The Antecedents and Consequences of Conspicuous Consumption of Luxury Fashion Goods in a Social Media Platform. The International Journal of Organizational Innovation, 11(1), 1â€“21. http://www.ijoi-online.org/.

Cheung, M. L., Pires, G., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumerâ€“brand engagement and co-creation by brand interactivity. Marketing Intelligence and Planning, 38(4), 523â€“541. https://doi.org/10.1108/MIP-12-2018-0587.

Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumerâ€“brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695â€“720. https://doi.org/10.1108/APJML-04-2019-0262.

Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: the power of social media marketing. Marketing Intelligence and Planning, 39(3), 361â€“376. https://doi.org/10.1108/MIP-11-2019-0583.

Duan, J., & Dholakia, R. R. (2017). Posting purchases on social media increases happiness: the mediating roles of purchasesâ€™ impact on self and interpersonal relationships. Journal of Consumer Marketing, 34(5), 404â€“413. https://doi.org/10.1108/JCM-07-2016-1871.

Drennan, R.D., Hanks, B.H. and Peterson, C.E. (2011), â€œThe comparative study of chiefly communities in the Eurasian steppe regionâ€, Social Evolution and History, Vol. 10 No. 1, pp. 149-186.

Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption: An exploratory look at generational cohort and demographics on status consumption. Journal of Consumer Marketing, 29(2), 93â€“102. https://doi.org/10.1108/07363761211206348.

Eun, J., & Watkins, B. (2016). YouTube vloggers â€™ in fl uence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753â€“5760. https://doi.org/10.1016/j.jbusres.2016.04.171.

Hagelberg, Laura. (2015). Overall Insight into the Fashion Business.

Harris, M. A., & Orth, U. (2020). The link between self-esteem and social relationships: A meta-analysis of longitudinal studies. Journal of Personality and Social Psychology, 119(6), 1459â€“1477. https://doi.org/10.1037/pspp0000265.

Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685â€“691. https://doi.org/10.1016/j.jbusres.2011.03.015.

IDN Research Institute. (2019). Indonesia Millennial Report 2019: Memahami Perilaku Milenial Indonesia. IDN Research Institute, 01, 61. https://www.idntimes.com/indonesiamillennialreport2019.

Jacob, I., Khanna, M., & Rai, K. A. (2020). Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption. Journal of Business Research, 116(July), 597â€“607. https://doi.org/10.1016/j.jbusres.2019.07.007.

Khan, U., & Dhar, R. (2006). Licensing Effect in Consumer Choice. XLIII(May), 259â€“266. Vol. 43 No. 2, pp. 259-266, https://doi.org/10.1509/jmkr.43.2.259.

Koay, K. Y. (2020). Perceived social media marketing activities and consumer-based brand equity. https://doi.org/10.1108/APJML-07-2019-0453.

Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116â€“2128. https://doi.org/10.1007/s12144-018-9898-3.

Lin, J. Y. C., Le, A. N. H., Khalil, S., & Cheng, J. M. S. (2012). Social media usage and work values: The example of Facebook in Taiwan. Social Behavior and Personality, 40(2), 195â€“200. https://doi.org/10.2224/sbp.2012.40.2.195.

Minev, M., Petrova, B., Mineva, K., Petkova, M., & Strebkova, R. (2018). Self-esteem in adolescents. Trakia Journal of Science, 16(2), 114â€“118. https://doi.org/10.15547/tjs.2018.02.007.

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for Brand-Related social media use. International Journal of Advertising, 30(1), 37â€“41. https://doi.org/10.2501/IJA-30-1-013-046.

Nguyen, Y. T. H., & Nguyen, H. V. (2021). An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence. Asia Pacific Journal of Marketing and Logistics, 33(1), 231â€“249. https://doi.org/10.1108/APJML-10-2019-0612.

Oâ€™Cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67â€“88. https://doi.org/10.1108/10610420210423455.

Pew Research Center (2019), Where Millenials end and Generation Z Begins. available at https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/ (accessed June 2021).

Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumersâ€™ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers. European Journal of Marketing, 53(9), 1833â€“1853. https://doi.org/10.1108/EJM-10-2017-0722.

Sekaran, U., Bougie, R (2016). Research Methods for Business. A Skill Building Approach, 7th Edition. www.wileypluslearningspace.com.

Taylor, D. G., & Strutton, D. (2016). Does Facebook usage lead to conspicuous consumption?: The role of envy, narcissism and self-promotion. Journal of Research in Interactive Marketing, 10(3), 231â€“248. https://doi.org/10.1108/JRIM-01-2015-0009.

Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148(November 2012), 7â€“15. https://doi.org/10.1016/j.sbspro.2014.07.009.

TopÃ§u, U. C. (2018). Conspicuous Consumption in Relation to Self-Esteem, Self-Image and Social Status: An Empirical Study. 697â€“709. https://doi.org/10.1007/978-3-319-70377-0_48.

Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of Retailing and Consumer Services, 18(6), 555â€“561. https://doi.org/10.1016/j.jretconser.2011.08.004.

Valkenburg, P. . ; P. J. . (2017). Plugged in : How media attract and affect youth. UvA-DARE (Digital Academic Repository). https://doi.org/10.12987/yale/9780300218879.001.0001.

Widjajanta, B., Senen, S. H., & Anggraeni, C. P. (2018). The Impact Of Social Media Usage And Self-Esteem On Conspicuous Consumption: Instagram User Of Hijabers Community Bandung Member. International Journal Of Ebusiness And Egovernment Studies, 10(2).

Wai, L. K., Osman, S., Wai, L. K., & Osman, S. (2019). The Influence of Self-esteem in the Relationship of Social Media Usage and Conspicuous Consumption The Influence of Self-esteem in the Relationship of Social Media Usage and Conspicuous Consumption. 9(2), 335â€“352. https://doi.org/10.6007/IJARBSS/v9-i2/5549.

Way, L. K. (2018). Influence of Materialism and Self-Esteem in the Relationship Between Social Media Usage and Consumer Propensity Towards Conspiciuous Consumption.

Wang, Y., & Griskevicius, V. (2014). and Rivals : Women â€™ s Luxury Products as Signals to Other Women. 40(February). https://doi.org/10.1086/673256.

Wai, L.K. and Osman, S. (2020), â€œConspicuous consumption via social mediaâ€, in Suki, N.M. and Suki, N.M. (Eds), Leveraging Consumer Behavior and Psychology in the Digital Economy, IGI Global, Hershey, PA.

Zhang, K. Z. K., Benyoucef, M., & Zhao, S. J. (2015). Consumer participation and gender differences on companiesâ€™ microblogs: A brand attachment process perspective. Computers in Human Behavior, 44, 357â€“368. https://doi.org/10.1016/j.chb.2014.11.068.

Zhao, L., Lee, S. H., & Copeland, L. R. (2019). Social media and Chinese consumersâ€™ environmentally sustainable apparel purchase intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855â€“874. https://doi.org/10.1108/APJML-08-2017-0183.