Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Effect of “Selebgram” on Interest of Buying Generation Z Users of Instagram Based on Gender Perspective

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  • @INPROCEEDINGS{10.4108/eai.8-10-2018.2289223,
        author={Mutia  Arda and Dewi  Andriany},
        title={Effect of “Selebgram” on Interest of Buying Generation Z Users of Instagram Based on Gender Perspective},
        proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMAB},
        year={2019},
        month={11},
        keywords={selebgram buying interest instagram},
        doi={10.4108/eai.8-10-2018.2289223}
    }
    
  • Mutia Arda
    Dewi Andriany
    Year: 2019
    Effect of “Selebgram” on Interest of Buying Generation Z Users of Instagram Based on Gender Perspective
    ICEMAB
    EAI
    DOI: 10.4108/eai.8-10-2018.2289223
Mutia Arda1,*, Dewi Andriany1
  • 1: University of Muhammadiyah Sumatera Utara, Medan, Indonesia
*Contact email: mutiaarda@umsu.ac.id

Abstract

Generation Z is a group of people who are most dominant using Instagram applications that were born in the range of 1995-2010. Instagram is a social media that is used to publish photos and videos to friends and Instagram can also be used for business facilities. If the business being run is a business that targets teenagers, it is suitable to use Instagram as a promotional medium. Consumer interest in owning and buying products is influenced by the encouragement from the consumers to own and buy products. Men's buying paths are shorter and more straight while women are like spirals, often returning to the previous step to gather new information before moving forward to find the right choice. The number of samples in this study were 100 people consisting of 50 women and men respectively. The analysis technique used in this study is simple linear regression. Based on the results of the study concluded that the use of celebrities for products sold on Instagram social media greatly influences its users, especially the Z generation who are women who believe in selegram in influencing their buying interest compared to the z generation of men