THE IMPACT OF SOCIAL MEDIA USAGE AND SELF-ESTEEM ON CONSPICUOUS CONSUMPTION: INSTAGRAM USER OF HIJABERS COMMUNITY BANDUNG MEMBER

Abstract

This research is aimed at finding out the relationship between social media usage, self-esteem, and conspicuous consumption. Appearance of social media has changed the landscape of traditional conspicuous consumption theory, because all consumption has the possibility to be conspicuous consumption based on how individuals use social media. The Usage of social media can increase excessive self esteem. Social media can increase one’s self-esteem. It was revealed that social media usage and self-esteem had impact on conspicuous consumption in Instagram user of Hijabers Community Bandung. This research employed descriptive and verificative study through explanatory survey involving 200 respondents from the Hijabers Community Bandung member by using quota sampling technique. The data were analyzed by using multiple linear regression technique through SPSS 23.0 for Windows. The result indicated that social media usage and self-esteem had a high impact on conspicuous consumption. It also showed that Instagram users of Hijabers Community Bandung member were active social media users, which resulted in a high self-esteem and gave impact on their conspicuous consumption in Instagram.

Keywords

• Social Media,Self Esteem,Conspicuous Consumption,Instagram,Consumption,SNS

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