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PENGARUH TREN FASHION MELALUI GAYA HIDUP HEDONIS TERHADAP PERILAKU KONSUMTIF PENGIKUT AKUN @inikiranaaa
The rapid development of social media has transformed the way individuals obtain information about fashion trends, making Instagram one of the primary platforms that influence consumers' purchasing behavior. As opinion leaders, influencers play a significant role in shaping audiences' perceptions and encouraging purchasing decisions through fashion-related content. This study aims to analyze the direct effect of Fashion Trends on Consumptive Behavior, the effect of Fashion Trends on Hedonic Lifestyle, the effect of Hedonic Lifestyle on Consumptive Behavior, and the mediating role of Hedonic Lifestyle in the relationship between Fashion Trends and Consumptive Behavior among the followers of the Instagram account @inikiranaaa. This study employed a quantitative approach using a survey method. The sample consisted of 100 followers of the Instagram account @inikiranaaa__, selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using path analysis after the research instruments met the validity, reliability, and classical assumption requirements. Hypothesis testing was conducted at a significance level of 10% (α = 0.10). The findings reveal that Fashion Trends have a positive and significant direct effect on Consumptive Behavior by 43.1% and on Hedonic Lifestyle by 62.4%. Hedonic Lifestyle also has a positive and significant effect on Consumptive Behavior by 66.3%. Furthermore, Hedonic Lifestyle partially mediates the relationship between Fashion Trends and Consumptive Behavior, with an indirect effect of 41.3% and a total effect of 84.4%. In conclusion, Fashion Trends significantly influence Consumptive Behavior both directly and indirectly through Hedonic Lifestyle, indicating that a stronger hedonic orientation reinforces the impact of fashion trends on consumers' purchasing behavior.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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