PENGARUH TINDAKAN FLEXING INFLUENCER DI INSTAGRAM TERHADAP PERILAKU KONSUMTIF MAHASISWA GENERASI Z KOTA BANDUNG - R.A. Aisyah Putri, - (2023)
ABSTRAK Media sosial sudah beralih fungsi yakni adanya proses saling memengaruhi antara pengguna media sosial dari apa yang diunggah. Banyaknya pengguna media sosial menunjukkan bahwa media sosial memiliki pengaruh yang besar bagi para penggunanya. Banyaknya pengguna media sosial yang terus meningkat dapat memicu seseorang melakukan tindakan flexing, yakni tindakan mempublikasi sesuatu yang dimiliki kepada publik melalui media sosial. Hal ini berdampak pada pengguna lain, salah satunya perilaku konsumtif, terkhususnya pada mahasiswa generasi Z. Penelitian ini mengkaji tentang bagaimana pengaruh tindakan flexing influencer di Instagram terhadap perilaku konsumtif mahasiswa Generasi Z Kota Bandung. Penelitian ini dilakukan menggunakan pendekatan campuran dengan metode eksploratori sekuensial, dimana data diperoleh melalui systematic literature review (SLR) dan kuesioner. Temuan dalam penelitian ini memperoleh delapan artikel yang dipilih dari hasil SLR yang membahas mengenai bentuk tindakan flexing influencer di Instagram. Dari hasil SLR tersebut dapat disimpulkan bahwa bentuk tindakan flexing influencer di Instagram meliputi; pamer saldo ATM, membeli barang-barang mahal dan branded (seperti; pakaian, tas, sepatu, jam tangan, gelang, kacamata, topi, jet pribadi dsb.), berlibur ke luar negeri, pergi ke tempat-tempat wisata, makan di restoran mewah dan hotel berbintang, pamer rumah megah, dan hal lainnya. Selain itu, dinyatidakan terdapat pengaruh antara tindakan flexing influencer di Instagram terhadap perilaku konsumtif mahasiswa generasi Z Kota Bandung, dengan kontribusi pengaruh yang diberikan pada variabel bebas terhadap variabel terikat sebesar 33,8%, dengan tingkat korelasi hubungan kuat dan bersifat positif atau searah. Dalam penelitian ini H₁ diterima dan H₀ ditolak, dimana artinya hipotesis penelitian diterima yang membuktikan adanya pengaruh tindakan flexing influencer di Instagram terhadap perilaku konsumtif mahasiswa generasi Z Kota Bandung. Kata kunci: Instagram, Mahasiswa Generasi Z, Perilaku Konsumtif, Publikasi, Tindakan Flexing Influencer ABSTRACT Social media has changed its function. There is a process of mutual influence between social media users from what is uploaded. The large number of social media users shows that social media has a big influence on its users. The increasing number of social media users can trigger a person to tidake flexing actions, namely the act of publishing something owned to the public through social media, which in turn has an impact on other users, one of which is consumptive behavior, especially in generation Z students. This study examines how the influence of flexing influencers on Instagram affects the consumptive behavior of Generation Z students in Bandung City. This research was conducted using a mixed approach with a sequential exploratory method, where data was obtained through systematic literature reviews (SLR) and questionnaires. The findings in this study obtained eight articles selected from the SLR results which discussed the form of action of flexing influencers on Instagram. From the results of the SLR, it can be concluded that the forms of action of flexing influencers on Instagram include; showing off ATM balances, buying expensive and branded items (such as clothes, bags, shoes, watches, bracelets, glasses, hats, private jets, etc.), tidaking holidays abroad, going to tourist attractions, eating at restaurants luxurious and five-star hotels, showing off magnificent houses, and other things. In addition, it was stated that there was an influence between the actions of flexing influencers on Instagram on the consumptive behavior of Generation Z students in Bandung City, with the contribution of the influence given to the independent variable on the dependent variable of 33.8%, with a strong correlation level and is positive or unidirectional. In this study, H₁ is accepted and H₀ is rejected, which means that the research hypothesis is accepted which proves the influence of flexing influencers on Instagram on the consumptive behavior of Generation Z students in Bandung City. Keywords: Consumption Behaviour, Flexing Influencer Action, Generation Z Students,Instagram, Publication