PERAN HEDONIC NEEDS, RECOGNITION NEEDS, DAN SOCIAL MEDIA ENGAGEMENT TERHADAP HERDING BEHAVIOR PADA GENERASI Z: MULTI-GROUP ANALYSIS BERDASARKAN JENIS KELAMIN

Abstrak

ABSTRACT

This study examines the effects of hedonic needs and recognition needs on herding behavior among Generation Z, with social media engagement as a mediator and gender as a basis for multi-group analysis. Data were collected through a cross-sectional survey of 376 Generation Z consumers who had purchased viral cheesecake and used social media as a source of product information. The data were analyzed using SEM-PLS and PLS-MGA. The results show that hedonic needs and recognition needs positively influence herding behavior. Social media engagement partially mediates both relationships. Gender differences were also found: the effect of hedonic needs was stronger among men, while recognition needs had a stronger effect among women. These findings highlight the importance of psychological needs and social media engagement in shaping Generation Z’s tendency to follow popular consumption trends.

Keywords: Herding Behavior, Hedonic Needs, Recognition Needs, Social Media Engagement

ABSTRAK

Penelitian ini menganalisis pengaruh hedonic needs dan recognition needs terhadap herding behavior pada Generasi Z, dengan social media engagement sebagai mediator dan jenis kelamin sebagai dasar analisis multikelompok. Data diperoleh melalui survei cross-sectional terhadap 376 konsumen Generasi Z yang pernah membeli cheesecake viral dan menggunakan media sosial sebagai sumber informasi produk. Analisis dilakukan menggunakan SEM-PLS dan PLS-MGA. Hasil penelitian menunjukkan bahwa hedonic needs dan recognition needs berpengaruh positif terhadap herding behavior. Social media engagement memediasi secara parsial kedua hubungan tersebut. Selain itu, pengaruh hedonic needs lebih kuat pada laki-laki, sedangkan pengaruh recognition needs lebih kuat pada perempuan. Temuan ini menegaskan pentingnya kebutuhan psikologis dan keterlibatan media sosial dalam membentuk kecenderungan Generasi Z mengikuti tren konsumsi populer.

Keywords: Herding Behavior, Hedonic Needs, Recognition Needs, Social Media Engagement