Journal of Applied Management Research
Vol 4, No 1 (2024)

Navigating Consumer Behaviour: Exploring the Influence of Fashion Trends and Social Media on Gen Z and Millennial Consumption in West Java

Dewi, Yasdiafiani (Unknown)
Indra, Indra (Unknown)

Article Info

Publish Date
21 Jun 2024

Abstract

Understanding consumer behaviour is crucial for assessing the economic well-being of individuals or households. However, with the advancement and modernization of society, individuals tend to impose their desires on consumption, leading to a consumeristic. This study investigates the impact of fashion trends and social media on consumption behavior among Generation Z and Millennials in West Java Province using partial least squares structural equation modeling (PLS-SEM). Primary data collected through surveys were analyzed. The results reveal that fashion trends significantly influence consumption behavior, while social media has a minimal impact. This suggests that efforts to reduce consumerism's impact should focus on addressing the influence of fashion trends. However, leveraging social media for educational campaigns promoting responsible consumption remains crucial.

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Journal Info
Journal of Applied Management Research
Website

Abbrev

jamr

Publisher

Universitas Sahid Jakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering

Description

Journal of Applied Management Research is an electronic journal that focuses on the study of applied management. Topics published in this journal may pay attention, but are not limited to: Applied management study, including marketing management, human resource management, financial management, and ...