ANALISIS FAKTOR-FAKTOR PEMBENTUK KONSUMSI STATUS PADA GENERASI MILLENNIAL

Adhitya Rahmat Taufiq, Andina Eka Mandasari, Andhy Romdani

Abstract


Millennials are indeed a hot topic that has been studied recently because they have unique characteristics. This generation is known as a generation that is synonymous with hedonic and consumptive lifestyles and tends to seek luxury. Therefore, this study seeks to understand the role of several factors that are likely to shape status consumption in the millennial generation, especially new ones. The survey was conducted on more than 200 millennial generation respondents who lived in several areas of Tasikmalaya City and its surroundings, were already working and financially independent using a questionnaire as the main data collection tool. To find out what factors can actually be constructs from the Status Consumption variable, Confirmatory Factor Analysis is used by using the approach of maximum likelihood estimation. The descriptive test results show that the construct of consumption status consists of self-directed symbolic / expressive value, other-directed symbolic / expressive values, experiential / hedonic values, utilitarian / functional value, and overall cost / sacrifice value are in good classification.

Keywords: Millennial; Consumption Status.

 

Generasi millennial memang menjadi topic hangat yang diteliti belakangan ini karena mereka memiliki karakteristik yang unik.Generasi ini dikenal sebagai generasi yang identik dengan gaya hidup hedonis dan konsumtif serta cenderung mencari kemewahan. Oleh karena itu, penelitian ini berupaya untuk memahami peran dari beberapa faktor yang kemungkinan dapat membentuk konsumsi statuspadagenerasi millennial, khususnya yang baru bekerja. Survey dilakukankepadalebih dari 200responden generasi millennial yang tinggal di beberapa wilayah Kota Tasikmalaya dan sekitarnya, sudah bekerja dan mandiri secara finansial dengan menggunakan kuesioner sebagai alat pengumpul data utama. Untuk mengetahui factor apa saja yang sebenarnya dapat menjadi konstruk darivariabel KonsumsiStatus maka digunakan alat analisisConfirmatory Factor Analysisdengan menggunakan pendekatan maximum likelihood estimation.Hasil pengujian deskriptif menunjukan bahwa konstruk dari konsumsi status yang terdiri dari self-directed symbolic/expressive valueother-directed symbolic/expressive valueexperiential/hedonic valueutilitarian/functional value, dan cost/sacrifice valuesecara keseluruhan berada pada klasifikasi baik.

Kata Kunci: Millennial, Konsumsi Status.

Keywords


Millennial; Consumption Status

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DOI: https://doi.org/10.37058/jem.v4i2.704

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