ANALISIS IMPULSIVE BUYING DI PLATFORM TIKTOK PREFERENSI PRODUK FASHION JINISO.ID (STUDI GEN Z JAKARTA)

PUTRI INDA YANI, . (2025) ANALISIS IMPULSIVE BUYING DI PLATFORM TIKTOK PREFERENSI PRODUK FASHION JINISO.ID (STUDI GEN Z JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui tingkat dorongan pembelian impulsif (impulsive buying) terhadap produk fashion Jiniso.id di platform TikTok pada kalangan Generasi Z di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan menyebarkan kuesioner secara daring kepada 120 responden melalui teknik purposive sampling. Variabel yang diteliti adalah impulsive buying yang terdiri dari empat dimensi, yaitu pure impulse, reminder impulse, suggestion impulse, dan planned impulse. Hasil analisis menunjukkan bahwa tingkat dorongan impulsive buying terhadap produk Jiniso.id berada dalam kategori tinggi hingga sangat tinggi. Dimensi planned impulse memperoleh skor tertinggi sebesar 92,60%, disusul oleh pure impulse sebesar 90,50%, suggestion impulse sebesar 90,21% dan reminder impulse sebesar 89,17%. Hasil penelitian menunjukkan bahwa tingkat pembelian Impulsive Buying berada dalam kategori ”sangat tinggi” dengan skor rata-rata 90,18%. Penelitian ini memberikan wawasan bagi pelaku bisnis dalam merancang strategi konten digital yang efektif untuk menjangkau Gen Z. **** This research aims to determine the level of impulsive buying tendency toward Jiniso.id fashion products on the TikTok platform among Generation Z in Jakarta. A descriptive quantitative approach was used, distributing online questionnaires to 120 respondents through purposive sampling. The variable measured was impulsive buying, consisting of four dimensions: pure impulse, reminder impulse, suggestion impulse, and planned impulse. The analysis shows that the level of impulsive buying tendency falls within the high to very high category. The planned impulse dimension scored the highest at 92.60%, followed by planned impulse 92,60%, pure impulse 90,50%, suggestion impulse 90,21% and reminder impulse sebesar 89,17% The average overall impulsive buying level was 90.18%, which is categorized as very high. This study provides insights for business actors in designing effective digital content strategies to engage Generation Z consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa S.E.,M.M. ; 2). Meta Bara Berutu,S.E.,M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Putri Inda Yani .
Date Deposited:	13 Aug 2025 20:36
Last Modified:	13 Aug 2025 20:36
URI:	http://repository.unj.ac.id/id/eprint/60340

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