PERILAKU IMPULSE BUYING : ANALISIS PENGARUH RELIGIOSITAS, BEAUTY INFLUENCER, PRICE DISCOUNT, DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIATOR (Survei Kepada Generasi Z)

Lusi Rijki Amelia, - (2024) PERILAKU IMPULSE BUYING : ANALISIS PENGARUH RELIGIOSITAS, BEAUTY INFLUENCER, PRICE DISCOUNT, DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIATOR (Survei Kepada Generasi Z). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Terdapat beberapa faktor yang dapat mempengaruhi kecenderungan generasi Z di Jawa Barat untuk melakukan pembelian impulsif terhadap Facetology Triple Care Sunscreen. Penelitian ini bertujuan untuk mengetahui gambaran serta pengaruh religiositas, beauty influencer, price discount dan citra merek terhadap perilaku impulse buying pembelian produk Facetology Triple Care Sunscreen. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan metode analisis SEM-PLS dan alat analisis yang digunakan adalah Smart-PLS serta jumlah sampel yang diambil sebanyak 253 responden. Hasil penelitian menunjukkan bahwa beauty influencer, price discount, dan citra merek berpengaruh positif terhadap perilaku impulse buying pembelian produk Facetology Triple Care Sunscreen. Sedangkan variabel religiositas berpengaruh negatif terhadap perilaku impulse buying pembelian Facetology Triple Care Sunscreen. Hasil temuan lain yaitu Dimana citra merek mampu memediasi variabel religiositas, beauty influencer, dan price discount terhadap perilaku impulse buying pembelian produk Facetology Triple Care Sunscreen. Selain memberikan gambaran yang lebih luas tentang perilaku impulse buying, Hasil penelitian ini menunjukkan bahwa konsumen perlu bersikap rasional dan mempertimbangkan kebutuhan secara cermat untuk menghindari impulse buying. Diskon dan promosi dari beauty influencer dapat memicu dorongan impulsif, sehingga penting untuk memastikan bahwa pembelian dilakukan berdasarkan kebutuhan nyata, bukan dorongan sesaat yang dapat mengarah pada pemborosan. Selain itu, memberikan Gambaran yang lebih luas tentang perilaku impulse buying. Hasil penelitian ini menekankan pentingnya pengendalian diri saat berbelanja produk Facetology Triple Care Sunscreen untuk membantu pengguna Facetology Triple Care Sunscreen menghindari jebakan beauty influencer dan price discount yang dapat memicu perilaku impulsif. This There are several factors that can affect the tendency of generation Z in West Java to make impulse purchases of Facetology Triple Care Sunscreen. This study aims to determine the picture and influence of religiosity, beauty influencers, price discounts and brand image on impulse buying behavior of Facetology Triple Care Sunscreen products.The research method used was quantitative descriptive with the SEM-PLS analysis method and the analysis tool used was Smart-PLS and the number of samples taken was 253 respondents. The results of the study show that beauty influencers, price discounts, and brand image have a positive effect on impulse buying behavior when purchasing Facetology Triple Care Sunscreen products. Meanwhile, the religiosity variable has a negative effect on impulse buying behavior of buying Facetology Triple Care Sunscreen. Another finding is that the brand image is able to mediate religiosity variables, beauty influencers, and price discounts on impulse buying behavior of buying Facetology Triple Care Sunscreen products. In addition to providing a broader picture of impulse buying behavior, the results of this study show that consumers need to be rational and carefully consider the need to avoid impulse buying. Discounts and promotions from beauty influencers can trigger impulse impulses, so it's important to ensure that purchases are made based on real needs, not momentary impulses that can lead to waste. In addition, it provides a broader picture of impulse buying behavior. The results of this study emphasize the importance of self-control when shopping for Facetology Triple Care Sunscreen products to help Facetology Triple Care Sunscreen users avoid the trap of beauty influencers and price discounts that can trigger impulsive behavior.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: DI SINTA Dosen Pembimbing: Juliana : 6649754 Firmansyah : 5995005
Uncontrolled Keywords: Beauty Influencer, Citra Merek, Impulse Buying, Price Discount, Religiositas
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User: Lusi Rijki Amelia
Date Deposited: 22 Oct 2024 02:33
Last Modified: 22 Oct 2024 02:33
URI: http://repository.upi.edu/id/eprint/127025

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