ABSTRACT
This research aimed to describe the impact of posting purchases on social media behavior and how this behavior can affect consumer happiness. The study consisted of quantitative research with a casual design. The analysis was based on an online survey of 259 respondents who had posted their purchases to social media in the previous 30 days. The result of this research showed that materialism significantly affects the tendency to post purchases. The types of purchases do not considerably change because of this behavior, however. Based on the research, the posting behavior is not significantly affected by consumers’ happiness with their purchases.
