The influence of instagram content on the shopping behavior of women's clothing products in women's generation z mediated by consumer network behavior
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Aug 30, 2023
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Abstract
The purpose of this research is to examine how Instagram content influences generation Z women's buying behavior for apparel, with a focus on the mediating impact of consumer network activity. This study gathered information from a poll sent to Instagram's active user base among women of generation Z. Path analysis was used to investigate the connection between the researched variables by analyzing the acquired data statistically. The research shows that among women of Generation Z, Instagram has a substantial impact on their purchasing decisions related to apparel. According to these findings, engaging and relevant Instagram content is crucial to capturing the attention and driving purchases from women of Generation Z. It is crucial for brands and online store accounts to make smart use of consumer network activity to assist customers towards more successful purchase choices in light of the plethora of information accessible via social networks. Understanding how Instagram content and online interaction can shape the shopping behavior of Generation Z women is important for marketers and sellers in the modern era, as it allows them to develop more effective marketing and communication strategies.
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How to Cite
Gavriela, R. (2023). The influence of instagram content on the shopping behavior of women’s clothing products in women’s generation z mediated by consumer network behavior. Enrichment : Journal of Management, 13(3), 2190-2203. https://doi.org/10.35335/enrichment.v13i3.1595
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Arda, M., & Andriany, D. (2019). Analisis Faktor Stimuli Pemasaran dalam Keputusan Pembelian Online Produk Fashion Pada Generasi Z. Jurnal INTEKNA: Informasi Teknik Dan Niaga, 19(2), 115–120.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). https://survei.apjii.or.id/survei/register/16?type=free
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
developer, mediaindonesia com. (2022). Begini Taktik Merangkul Gen Z Melalui Iklan Digital. https://mediaindonesia.com/ekonomi/506100/begini-taktik-merangkul-gen-z-melalui-iklan-digital
Dolot, A. (2018). The Characteristics of Generation Z. E-Mentor, 74(2), 44–50.
GoodStats. (2022). Pakaian Jadi Barang yang Paling Sering Dibeli Masyarakat Indonesia Ketika Belanja Online. GoodStats. https://goodstats.id/article/pakaian-jadi-barang-yang-paling-sering-dibeli-masyarakat-indonesia-ketika-belanja-online-WlAdP
Haghpour, B., Sahabeh, E., & Halvari, H. (2022). Opportunity cost in consumer behavior: Definitions, operationalizations, and ambiguities. International Journal of Consumer Studies, 46(5), 1942–1959. https://doi.org/10.1111/ijcs.12842
Jesslyn, J., & Winduwati, S. (2021). Pemanfaatan Media Sosial Instagram Pada Online Shop @ivoree.id dalam Memasarkan Produk. Prologia, 5(1), Article 1. https://doi.org/10.24912/pr.v5i1.8178
Khrishananto, R., & Adriansyah, M. A. (2021). Pengaruh intensitas penggunaan media sosial instagram dan konformitas terhadap perilaku konsumtif di kalangan generasi Z. Psikoborneo: Jurnal Ilmiah Psikologi, 9(2), 323.
Kotler, P., Kartajaya, H., & Setiawan, I. (2022). Marketing 5.0: Teknologi untuk Kemanusiaan. PT Gramedia Pustaka Utama.
Natalia, E., Hoyyi, A., & Santoso, R. (2017). Analisis Kepuasan Masyarakat Terhadappelayanan Publik Menggunakan Pendekatan Partial Least Square (PLS)(Studi Kasus: Badan Arsip dan Perpustakaan Daerah Provinsi Jawa Tengah). Jurnal Gaussian, 6(3), 313–323.
Paksi, Y. R., & Indarwati, T. A. (2021). Peran Sales Promotion dan Brand Equity dalam Memengaruhi Re-purchase Intention Produk Fashion di Marketplace. Jurnal Ilmu Manajemen, 9(4), Article 4. https://doi.org/10.26740/jim.v9n4.p1582-1591
Putri, L. P. I. K. (2019). Perilaku Konsumen Pengguna Instagram di Era Marketing 4.0. Jurnal Manajemen Bisnis, 16(4), Article 4. https://doi.org/10.38043/jmb.v16i4.2248
Rahman, M. S., & Mannan, M. (2018). Consumer online purchase behavior of local fashion clothing brands: Information adoption, e-WOM, online brand familiarity and online brand experience. Journal of Fashion Marketing and Management: An International Journal, 22(3), 404–419. https://doi.org/10.1108/JFMM-11-2017-0118
Schiffman, L., O’Cass, A., Paladino, A., & Carlson, J. (2013). Consumer Behaviour. Pearson Higher Education AU.
Sekaran, U., & Bougie, R. (2017). Metode penelitian bisnis edisi 6 buku 2. Jakarta: Salemba Empat.
Solomon, M. R. (2006). Consumer Behavior, Buying, Having, and Being, Pearson Education. Inc.: Upper Saddle River.
Sugiyarti, G., & Mardiyono, A. (2018). Analisis Perilaku Konsumen Dalam Memilih Produk Kosmetik Sariayu Martha Tilaar Di Kota Semarang. Serat Acitya, 6(1), Article 1. https://doi.org/10.56444/sa.v6i1.544
Sugiyono. (2018). Metode penelitian kuantitatif dan R&D.
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. Alfabeta.
Sugiyono, S. (2011). Metodologi penelitian kuantitatif kualitatif dan R&D. Alfabeta.
Suharsimi, A. (2006). Prosedur penelitian suatu pendekatan praktik (Vol. 134). Rineka Cipta.
Sumarwan, U. (2015). Perilaku Konsumen Teori Dan Penerapan Dalam Pemasaran. Ke. Risman Sikumbang. Bogor: Ghalia Indonesia.
Ujang, S. (2011). Prilaku Konsumen: Teori dan penerapan dalam pemasaran. Ghalia Indonesia.