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All Journal Strategic: Journal of Management Sciences
Syarif Hidayat
Sekolah Tinggi Ilmu Ekonomi Dwimulya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STUDI FENOMENOLOGI MEDIA SOSIAL DAN PERILAKU KONSUMERISME GENERASI Z Syarif Hidayat; Vivi Candra; Supriyanto; Bambang Arianto; Debi Eka Putri
Strategic: Journal of Management Sciences Vol. 4 No. 3 (2024): Strategic : Journal of Management Science
Publisher : Program Studi Magister Ilmu Manajemen Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/strategic.v4i3.278

Abstract

Objective. This study aims to elaborate on the existence of social media and the increase in consumer behavior for generation Z. The digital era has made social media have greatly influenced all aspects of citizen life, to the point of creating dependency for generation Z. Research Method. This study involved three subjects who were generation Z active users of Instagram and Tiktok social media. This study uses a phenomenological study approach with the Interpretative Phenomenological Analysis analysis method. Data were obtained through in-depth interviews and observations with categories based on statements from research subjects who actively use social media in their daily activities. Results. The results of this study found that social media greatly contributed to the creation of consumer behavior and changes in the behavior of generation Z. Conclusion. Subjective experiences in interacting with social media have played an important role in creating changes in consumer behavior among generation Z. Thus, social media has become a new space that emphasizes consumer behavior for generation Z.
Co-Authors Bambang Arianto Debi Eka Putri Supriyanto Vivi Candra