PENGARUH MEDIA SOSIAL DAN GAYA HIDUP TERHADAP PERILAKU KONSUMTIF GENERASI Z PADA PEMBELIAN KOSMETIK MADAME GIE

Abstract

Generation Z women's market is attractive because it is a segment that readily accepts and adapts to environmental changes. The Z generation women segment is also a unique and potential market because it is the largest age structure in the Indonesian population pyramid and the great desire to show the identity and identity of young women to enhance their appearance through the latest cosmetic and fashion products. One of the local brand cosmetics that Generation Z women widely use is Madam Gie. This study aims to empirically prove that the use of social media mediated by lifestyle influences consumptive behaviour among female cosmetics consumers of Generation Z. The research used quantitative causality methods. The population in this study are Generation Z female consumers who buy Madame Gie products and Madame Gie Instagram followers. The sampling method uses non-probability sampling uses a purposive sampling technique, and the number of respondents was 190. After testing the validity and reliability, the data obtained was analysed using SmartPLS version 3.2.9. The study's results prove that the use of social media mediated by lifestyle influences consumptive behaviour, the use of social media affects consumptive behaviour, and lifestyle affects the consumptive behaviour of Generation Z women in buying Madam Gie cosmetics. This research can be used as preliminary research to explore behaviour models of Generation Z women in shopping.

Keywords: Social Media; Lifestyle; Consumtive Behaviour; Women, Z Generation.