Pengaruh Penggunaan Social-Commerce (Tiktok Shop) Terhadap Gaya Hidup Konsumtif Generasi-Z

Authors

  • Jelin Rachel Stephoney Saragih Universitas Negeri Medan, Indonesia
  • Mirna Salifah Siregar Universitas Negeri Medan, Indonesia
  • Khairul Adli Batubara Universitas Negeri Medan, Indonesia
  • Nasrullah Hidayat Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/mesir.v1i2.2978

Keywords:

Media Sosial (Tiktok), Perilaku Konsumtif, Gen Z

Abstract

Penelitian ini meneliti dampak TikTok shop terhadap perilaku konsumtif Generasi Z menggunakan metode kuantitatif dan alat ukur yang sesuai. Dari populasi 30 responden, hasil penelitian menunjukkan bahwa TikTok shop memiliki pengaruh yang signifikan terhadap perilaku konsumtif, dengan 90,9% responden menunjukkan kecenderungan perilaku konsumtif yang dipengaruhi oleh platform tersebut. Nilai F yang tinggi (289.626) dan signifikansi statistik yang rendah (0.001) menegaskan kekuatan pengaruh tersebut. Kesimpulan penelitian ini menunjukkan bahwa ada hubungan yang kuat antara penggunaan TikTok shop dan perilaku konsumtif Generasi Z. Hal ini memiliki implikasi penting bagi pemahaman tentang bagaimana media sosial memengaruhi keputusan konsumsi, serta relevansi strategi pemasaran dan regulasi yang tepat dalam lingkungan digital.

References

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Irlianti, M., Razkia, D., & Safitri, A. (2023). Pengaruh Penggunaan Media Sosial (Tik Tok Shop) Terhadap Perilaku Konsumtif Pada Wanita Bekerja. Indonesian Journal of Psychological Studies (IJPS), 1(1), 58–68.

Oktaviani, M., Oktaria, M., Alexandro, R., Eriawaty, E., & Rahman, R. (2023). Pengaruh Literasi Keuangan terhadap Perilaku Konsumtif Generasi Z pada Mahasiswa. Jurnal Ilmiah Ilmu Sosial, 9(2), 136–145. https://doi.org/10.23887/jiis.v9i2.68587

Pengaruh Media Sosial (Tik Tok Shop) Terhadap Perilaku Konsumtif Pada Wanita Kerja (Martalia Irlianti). (n.d.).

Se, Z. S., & Ak, M. (2023). Analisis Penggunaan Fitur Tiktok Shop Terhadap Perilaku Konsumtif Generasi Z Kota Palopo.

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Published

2024-08-29

Issue

Vol. 1 No. 2 (2024): September 2024

Section

Articles

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