The Role of Social Media Usage on Conspicuous Online  Consumption among Millennial Consumers

Irma Lidya A Sastra; Siti Halida Zia; Muhammad Fadel Asyahid; Nur Damayanti

doi:10.14414/jebav.v26i2.3508

Vol. 26 No. 2 (2023), Articles

Vol. 26 No. 2 (2023)

The Role of Social Media Usage on Conspicuous Online Consumption among Millennial Consumers

Articles

DOI: 10.14414/jebav.v26i2.3508

Published 11-10-2023

Irma Lidya A Sastra⁺⁻
Siti Halida Zia⁺⁻
Muhammad Fadel Asyahid⁺⁻
Nur Damayanti⁺⁻

Irma Lidya A Sastra

Universitas Bina Nusantara, Tangerang, Banten, Indonesia

Siti Halida Zia

Universitas Bina Nusantara, Tangerang, Banten, Indonesia

Muhammad Fadel Asyahid

Universitas Bina Nusantara, Tangerang, Banten, Indonesia

Nur Damayanti

Bina Nusantara University

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Keywords

Conspicuous online consumption
Social media usage
Feelings of envy
Materialism
Millennials

How to Cite

A Sastra, I. L., Zia, S. H., Asyahid, M. F., & Damayanti, N. (2023). The Role of Social Media Usage on Conspicuous Online Consumption among Millennial Consumers. Journal of Economics, Business, and Accountancy Ventura, 26(2), 180-194. https://doi.org/10.14414/jebav.v26i2.3508

Abstract

The ubiquity and maturation of the Internet and social media have given rise to social phenomena that impact consumer behavior, particularly in the realm of conspicuous online consumption. This study builds upon prior research by examining the factors influencing conspicuous online consumption among millennials in Jakarta who engage with social media platforms like YouTube and Instagram. The research methodology involved an online survey administered to 400 respondents, with data subsequently analyzed through a structural equation model, utilizing SmartPLS 4.0 software. The results illuminate a noteworthy positive correlation between the four variables studied. Moreover, they indicate that feelings of envy and materialism serve as mediating factors in the relationship between social media usage and conspicuous online consumption. In sum, this study offers valuable insights into the comprehension of conspicuous online consumption and its associated variables, bearing significance for both theory and practical applications. However, it's important to note certain limitations, such as the exclusive focus on the millennial cohort in Jakarta and the fact that the selected social media platforms were not explicitly linked to the mediating variables. Future research endeavors should explore the attitudes of other cohorts toward conspicuous online consumption among social media users.

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The Role of Social Media Usage on Conspicuous Online Consumption among Millennial Consumers

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