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

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  • 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.
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