Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH SOCIAL MEDIA TRENDINESS TERHADAP SOCIAL MEDIA SHARING BEHAVIOR MELALUI BANDWAGON EFFECT PADA GENERASI Z PENGGUNA PHOTOBOX DI JALAN TUNJUNGAN SURABAYA

PDF
  • Ailsa Manik Paramita,
  • Aurelia Laudya Azzahra,
  • Amaliyah,
  • Erindah Dimisyqiyani,
  • Rizky Amalia Sinulingga
Ailsa Manik Paramita
Program Studi D4 Manajemen Perkantoran Digital, Fakultas Vokasi, Universitas Airlangga, Indonesia
Aurelia Laudya Azzahra
Program Studi D4 Manajemen Perkantoran Digital, Fakultas Vokasi, Universitas Airlangga, Indonesia
Amaliyah
Program Studi D4 Manajemen Perkantoran Digital, Fakultas Vokasi, Universitas Airlangga, Indonesia
Erindah Dimisyqiyani
Program Studi D4 Manajemen Perkantoran Digital, Fakultas Vokasi, Universitas Airlangga, Indonesia
Rizky Amalia Sinulingga
Program Studi D4 Manajemen Perkantoran Digital, Fakultas Vokasi, Universitas Airlangga, Indonesia

Published 2026-10-24

Keywords

  • Social Media Trendiness,
  • Bandwagon Effect,
  • Social Media Sharing Behavior,
  • Generasi Z,
  • Photobox

How to Cite

PENGARUH SOCIAL MEDIA TRENDINESS TERHADAP SOCIAL MEDIA SHARING BEHAVIOR MELALUI BANDWAGON EFFECT PADA GENERASI Z PENGGUNA PHOTOBOX DI JALAN TUNJUNGAN SURABAYA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/5661

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Trendiness terhadap Social Media Sharing Behavior melalui Bandwagon Effect pada Generasi Z pengguna photobox di Jalan Tunjungan Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan desain penelitian eksplanatori. Pengumpulan data dilakukan melalui kuesioner Google Forms dengan skala Likert 1–5. Sampel penelitian terdiri dari 60 responden yang dipilih menggunakan teknik purposive sampling dengan kriteria berusia 18–27 tahun, pernah menggunakan photobox di Jalan Tunjungan Surabaya, dan aktif menggunakan media sosial. Analisis data dilakukan melalui analisis deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, serta uji Sobel untuk menguji peran mediasi Bandwagon Effect. Hasil penelitian menunjukkan bahwa Social Media Trendiness berpengaruh positif dan signifikan terhadap Social Media Sharing Behavior. Selain itu, Bandwagon Effect juga berpengaruh positif dan signifikan terhadap Social Media Sharing Behavior. Hasil uji Sobel menunjukkan bahwa Bandwagon Effect berperan sebagai mediator yang signifikan dalam hubungan antara Social Media Trendiness dan Social Media Sharing Behavior. Model penelitian menunjukkan bahwa Social Media Trendiness dan Bandwagon Effect secara bersama-sama mampu menjelaskan 53,1% variasi Social Media Sharing Behavior, sedangkan 46,9% dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa kecenderungan Generasi Z untuk mengikuti tren di media sosial dan dorongan untuk mengikuti popularitas lingkungan sosial dapat mendorong perilaku berbagi pengalaman photobox di media sosial.
PDF

References

  1. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48, 79–95. https://doi.org/10.1007/s11747-01900695-1
  2. Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill-building approach (8th ed.). Wiley.
  3. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
  4. Buzeta, C., De Pelsmacker, P., & Dens, N. (2020). Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs). Journal of Interactive Marketing, 52, 79–98. https://doi.org/10.1016/j.intmar.2020.04.004
  5. Chen, C., Md Isa, N., & Salahuddin, N. (2025). Determinants of travel experience-sharing behavior on Chinese social media platforms. Sustainability, 17(8), Article 3579. https://doi.org/10.3390/su17083579
  6. Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE.
  7. Dananjaya, I. B. G., Saputra, U. W. E., Sanjaya, I. G. N., Laksana, I. P. Y., & Suryaniadi, S. M. (2023). Sosial media marketing pada brand images Program Studi Bisnis Digital Politeknik Negeri Bali. Jurnal Riset Manajemen dan Ekonomi, 1(1), 126–140. https://doi.org/10.54066/jrime.v1i1.97
  8. Djafarova, E., & Bowes, T. (2021). 'Instagram made me buy it': Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, Article 102345. https://doi.org/10.1016/j.jretconser.2020.102345
  9. Fildzah, S., Rastryana, U., & Irawan, R. L. (2026). Pengaruh promosi media sosial dan celebrity endorsement terhadap minat kunjungan Generasi Z pada photobooth Photoism Indonesia. Jurnal Manajemen Ekonomi Akuntansi, 2(4), 917–923. https://doi.org/10.63921/jmaeka.v2i4.556
  10. Fu, W. W., Teo, J., & Seng, S. (2012). The bandwagon effect on participation in and use of a social networking site. First Monday, 17(5). https://doi.org/10.5210/fm.v17i5.3971
  11. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
  12. Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer. https://doi.org/10.1007/978-3-030-80519-7
  13. Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). Guilford Press.
  14. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  15. Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, Article 808525. https://doi.org/10.3389/fpsyg.2021.808525
  16. Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/BJAST/2015/14975
  17. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
  18. Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
  19. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. https://doi.org/10.1016/j.bushor.2011.01.005
  20. Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. The Quarterly Journal of Economics, 64(2), 183–207. https://doi.org/10.2307/1882692

Most read articles by the same author(s)

<< < 1 2 3 4 5 > >> 

Similar Articles

You may also start an advanced similarity search for this article.