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Abstract

Tujuan: Penelitian ini bertujuan menganalisis pengaruh Social Media Influencers (SMIs) terhadap perilaku conspicuous consumption pada produk kosmetik ramah lingkungan melalui Influencer Effects Consumption Model (IECM). Penelitian ini menguji peran motivasi intrinsik berupa desire to mimic dan materialism, serta motivasi ekstrinsik berupa social comparison dan Fear of Missing Out (FOMO).


Metode Penelitian: Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM). Data dikumpulkan dari 200 responden Generasi Z di Indonesia berusia 15–28 tahun melalui teknik purposive sampling. Responden merupakan pengguna aktif media sosial yang pernah menggunakan kosmetik ramah lingkungan dan terpapar konten influencer terkait produk tersebut. Analisis data dilakukan menggunakan IBM SPSS 25 dan AMOS 21.


Hasil dan Pembahasan: Hasil penelitian menunjukkan bahwa paparan SMIs berpengaruh positif terhadap desire to mimic dan social comparison. Selain itu, desire to mimic berpengaruh terhadap materialism, sedangkan social comparison memengaruhi FOMO. Materialism dan FOMO terbukti meningkatkan conspicuous consumption.


Implikasi: Temuan ini membantu perusahaan kosmetik mengembangkan strategi pemasaran digital berbasis influencer dan keberlanjutan.


Originalitas: Penelitian ini memperluas IECM pada konteks kosmetik ramah lingkungan sebagai bentuk konsumsi simbolik Generasi Z.

Keywords

social media influencers SMIs exposure desire to mimic materialism social comparison fear of missing out

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How to Cite
Supriyanto, K. N., & Rahayu, F. . (2026). Anteseden dari Conspicuous Consumption Kosmetik Ramah Lingkungan pada Generasi Z. Advances: Jurnal Ekonomi & Bisnis, 4(3), 485–505. https://doi.org/10.60079/ajeb.v4i3.812
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