Pengaruh Selebgram Endorser, Social Media Intensity, dan Technological Marketing Innovation terhadap Conspicuous Consumption Melalui Electronic Word of Mouth pada Generasi X, Y, dan Z Pengguna Instagram di Indonesia Berdasarkan Perspektif Gender

Abstract

The consumptive behavior of society in Indonesia can be seen from the increase in the amount of spending that is greater than saving or investment in generations The quantitative research method was carried out by distributing questionnaires via Google Form. The research population was Instagram users and the sample selection of respondents used the Purposive Sampling method, totaling 385 people. The data analysis and hypothesis testing method used SEM (Structural Equation Model) Multigroup Analysis with the SmartPLS analysis method. The results of the first hypothesis test were accepted, Selebgram Endorser had a significant effect on conspicuous consumption, there were significant differences between gender groups, generations X and Y were significant and generation Z was not significant. The results of the second hypothesis test were not accepted, Social Media Intensity was not significant for conspicuous consumption, there were significant differences between gender groups, generations X and Y were significant and generation Z was not significant. The results of the third hypothesis test were not accepted, Technological marketing innovation was not significant on conspicuous consumption, and there were no significant differences between gender groups, generation X was significant, generations Y and Z were not significant. The results of the fourth hypothesis test were accepted, Selebgram Endorser was significant for electronic word of mouth, and there were no significant differences between gender groups, generations X and Y were significant, while generation Z was not significant. The results of the fifth hypothesis test were accepted, Social Media Intensity was significant for electronic word of mouth, and there were significant differences between gender groups, generation X was not significant, generations Y and Z were significant. The results of the sixth hypothesis test were not accepted, Technological marketing innovation was not significant for electronic word of mouth, there were significant differences between gender groups, generations X and Y were not significant, while generation Z was significant. The results of the seventh hypothesis test were accepted, electronic word of mouth was significant for conspicuous consumption, and there were significant differences between gender groups, generations X and Y were significant, and generation Z was not significant. The results of the eighth hypothesis test were accepted, Selebgram Endorser was significant for conspicuous consumption through electronic word of mouth, and there were significant differences between gender groups, generations X and Y were significant and generation Z was not significant. The results of the ninth hypothesis test were accepted, Social Media Intensity was significant for conspicuous consumption through electronic word of mouth, and there were significant differences between gender groups, generations X and Z were not significant and generation Y was significant. The results of the tenth hypothesis test were not accepted, Technological marketing innovation was not significant on conspicuous consumption through electronic word of mouth, and there were no significant differences between gender groups, generations X and Z were significant and generation Y was not significant.