Media Sosial dan Perilaku Konsumtif: Fenomena Pembelian Barang Viral yang Tidak Esensial di Kalangan Remaja serta Pentingnya Literasi Keuangan

Abstract

The rapid development of social media has significantly changed consumer behavior, particularly among teenagers. The phenomenon of purchasing non-essential goods has become increasingly common due to the widespread dissemination of information through social media platforms such as Instagram and TikTok. This paper aims to examine how social media influences teenagers’ consumer behavior. The results of this study indicate that the main factors driving the purchase of viral products are marketing strategies that leverage social media trends, the influence of influencers, and the fear of missing out (FOMO). Furthermore, the findings reveal that this consumer behavior is often driven not by actual needs but by emotional and social motivations.This study employs a qualitative research method. Data were collected through questionnaires. It is expected that this research will provide valuable insights not only for teenagers but also for the wider community, encouraging them to respond more wisely to consumption trends on social media and to gain a deeper understanding of the impact of social media on teenagers’ consumer behavior.