The purpose of this study was to analyze the effect e-lifestyle and e-hedonism on intensity buy millennial generation. This type research is a survey research. conducted in Malang, East Java, with 150 respondents. data analysis tool used SEM (Structural Equation Modeling), Smart PLS as software. results show that has an e-hedonism, no intense buy, e-life style indirect through e-hedonism.

The number of TikTok users has increased significantly. phenomenon influencers and stars competing to present content go viral appear on the For Your Page (FYP). One them is luxury life, hedonism, showing off branded goods. become an arena for spectacle construction "sultan" identity hedonism. Indra Kesuma Indonesian star influencer who among teenagers by presenting luxurious hedonistic life go...