PENGARUH PERAN INFLUENCER TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK FASHION DI KALANGAN GENERASI Z DI KECAMATAN KADUNGORA

    Ahmad Bustanul Arifin, - and Acep Supriadi, - and Dina Siti Logayah, - (2025) PENGARUH PERAN INFLUENCER TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK FASHION DI KALANGAN GENERASI Z DI KECAMATAN KADUNGORA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini berlatar belakang karena adanya perkembangan teknologi yang sangat pesat. Akibat dari perkembangan teknologi tersebut muncul fenomena influencer. Influencer memiliki peran penting dalam membentuk preferensi dan keputusan konsumen, terutama di kalangan generasi Z yang aktif menggunakan media sosial. Generasi Z dikenal dengan generasi yang tumbuh berbarengan dengan perkembangan tekonolgi. Rumusan masalah dalam penelitian ini yaitu Bagaimana pengaruh peran influencer terhadap pemberian keputusan pembelian, Faktor-faktor apa saja dan dampak yang ditimbulkan akibat pengaruh peran influencer terhadap pemberian keputusan pembelian produk fashion di kalangan generasi Z di Kecamatan Kadungora. Tujuan penelitan ini untuk mendeskripsikan pengaruh peran influencer terhadap pemberian keputusan serta menaganalisis faktor-faktor peran influencer dan menganalisis dampak adanya peran influencer terhadap pemberian keputusan pembelian produk fashion dikalangan generasi Z di Kecamatan Kadungora. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode explanatory survey. Data dikumpulkan melalui kuesioner yang disebarkan kepada responden yang merupakan Generasi Z di Kecamatan Kadungora. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara peran influencer dan keputusan pembelian produk fashion yang dibuktikan dari perolehan uji regresi sederhana dengan nilai signifikansi 0,000 <0,05. Faktor-faktor kepercayan, keahlian, daya tarik fisik, rasa hormat, serta kesamaan dengan pengikut menjadi faktor terhadap minat dan keputusan pembelian konsumen Generasi Z di Kecamatan Kadungora. Dampak yang ditimbulkan dari peran influencer yaitu pilihan produk, pilihan merek, pilihan penyalur, waktu pembelian dan jumlah pembelian.
    Kata Kunci: Generasi Z, Keputusan Pembelian, Peran Influencer.

    This research is based on the rapid development of technology. As a result of this technological development, the influencer phenomenon has emerged. Influencers have an important role in shaping consumer preferences and decisions, especially among Generation Z who actively use social media. Generation Z is known as a generation that grew up along with technological developments. The formulation of the problem in this study is How does the role of influencers influence purchasing decisions, What factors and impacts are caused by the influence of the role of influencers on purchasing decisions for fashion products among Generation Z in Kadungora District. The purpose of this study is to describe the influence of the role of influencers on decision making and analyze the factors of the role of influencers and analyze the impact of the role of influencers on purchasing decisions for fashion products among Generation Z in Kadungora District. The research approach used is quantitative with the explanatory survey method. Data were collected through questionnaires distributed to respondents who were Generation Z in Kadungora District. The results of the study showed that there was a significant influence between the role of influencers and purchasing decisions for fashion products as evidenced by the results of a simple regression test with a significance value of 0.000 <0.05. Factors of trust, expertise, physical attractiveness, respect, and similarity with followers are factors in the interests and purchasing decisions of Generation Z consumers in Kadungora District. The impacts of the role of influencers are product choice, brand choice, distributor choice, purchase time and purchase amount.
    Keywords: Generation Z, Purchasing Decisions, Role of Influencers

    Baca Full Text klik disini
    [thumbnail of S_PSIPS_2108691_Title.pdf] Text
    S_PSIPS_2108691_Title.pdf
    Download (619kB)
    [thumbnail of S_PSIPS_2108691_Chapter1.pdf] Text
    S_PSIPS_2108691_Chapter1.pdf
    Download (385kB)
    [thumbnail of S_PSIPS_2108691_Chapter2.pdf] Text
    S_PSIPS_2108691_Chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (464kB)
    [thumbnail of S_PSIPS_2108691_Chapter3.pdf] Text
    S_PSIPS_2108691_Chapter3.pdf
    Download (477kB)
    [thumbnail of S_PSIPS_2108691_Chapter4.pdf] Text
    S_PSIPS_2108691_Chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (2MB)
    [thumbnail of S_PSIPS_2108691_Chapter5.pdf] Text
    S_PSIPS_2108691_Chapter5.pdf
    Download (229kB)
    [thumbnail of S_PSIPS_2108691_Appendix.pdf] Text
    S_PSIPS_2108691_Appendix.pdf
    Restricted to Staf Perpustakaan
    Download (3MB)
    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=qE70L8YAAAAJ ID SINTA Dosen Pembimbing: Acep Supriadi: 6722770 Dina Siti Logayah: 6140888
    Uncontrolled Keywords: Generasi Z, Keputusan Pembelian, Peran Influencer Generation Z, Purchasing Decisions, Role of Influencers
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HF Commerce
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS
    Depositing User: Ahmad Bustanul Arifin
    Date Deposited: 18 May 2025 13:50
    Last Modified: 18 May 2025 13:50
    URI: http://repository.upi.edu/id/eprint/133403

    Actions (login required)

    View Item View Item