2023
DOI: 10.30656/lontar.v11i2.7285
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The Meaning of Flexing Luxury Brand in Social Media Based on the Perception of Generation Z

Cindy Wijaya,
Intan Primadini

Abstract: The trend of utilizing luxury brands among Generation Z in Indonesia is on the rise. The shifting landscape of priorities among young individuals in this evolving era often results in tertiary needs taking precedence as primary necessities. Consequently, a hedonistic mindset emerges when indulging in luxury brand consumption. Furthermore, the inclination towards specific luxury brands goes beyond mere consumption; it fosters the development of a brand-focused lifestyle among the youth. Hence, a research initia… Show more

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