ASSYA FITRI, . (2026) PENGARUH PENGALAMAN BELAJAR EKONOMI DAN LITERASI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN SKINCARE PADA GENERASI Z DI JABODETABEK MELALUI RATIONAL CONSUMER BEHAVIOR SEBAGAI VARIABEL INTERVENING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh Pengalaman Belajar Ekonomi dan Literasi Digital terhadap Keputusan Pembelian Skincare pada Generasi Z di Jabodetabek melalui Rational Consumer Behavior sebagai variabel intervening. Studi ini dilakukan dengan responden yang tersebar di wilayah Jabodetabek. Pengumpulan data dilakukan secara online melalui kuesioner Google Form yang didistribusikan melalui platform digital seperti Instagram, WhatsApp, dan X. Kuesioner dalam penelitian ini difokuskan pada responden yang termasuk dalam Generasi Z, atau individu berusia 18 – 28 tahun di Jabodetabek. Teknik analisis data yang digunakan dalam studi ini adalah Structural Equation Modeling (SEM) menggunakan Partial Least Squares (PLS). Hasil yang diperoleh menunjukkan bahwa secara keseluruhan, Rational Consumer Behavior memediasi pengaruh Pengalaman Belajar Ekonomi dan Literasi Digital terhadap Keputusan Pembelian Skincare di kalangan Generasi Z. Pengalaman Belajar Ekonomi dan Literasi Digital menjadi lebih efektif dalam mempengaruhi Keputusan Pembelian ketika didukung oleh Rational Consumer Behavior, sehingga konsumen dapat membuat keputusan yang rasional dalam membeli. Kata Kunci: Pengalaman Belajar Ekonomi, Literasi Digital, Keputusan Pembelian, Rational Consumer Behavior, Skincare ***** This study aims to examine the influence of Economic Learning Experience and Digital Literacy on Skincare Purchasing Decisions among Generation Z in Jabodetabek through Rational Consumer Behavior as an intervening variable. This study was conducted with respondents spread across the Jabodetabek area. Data collection was conducted online through a Google Form questionnaire distributed through digital platforms such as Instagram, WhatsApp, and X. The questionnaire in this study focused on respondents belonging to Generation Z, or individuals aged 18 – 28 years in Jabodetabek. The data analysis technique used in this study is Structural Equation Modeling (SEM) using Partial Least Squares (PLS). The results obtained indicate that overall, Rational Consumer Behavior mediates the influence of Economic Learning Experience and Digital Literacy on Skincare Purchasing Decisions among Generation Z. Economic Learning Experience and Digital Literacy become more effective in influencing Purchasing Decisions when supported by Rational Consumer Behavior, so that consumers can make rational decisions in purchasing. Keywords: Economic Learning Experience, Digital Literacy, Purchasing Decisions, Rational Consumer Behavior, Skincare
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Dr. Suparno, S.Pd., M.Pd. ; 2). Aditya Pratama, S.Pd., M.Pd. |
| Subjects: | Ilmu Sosial > Industri, Buruh, Produksi > Pendidikan Ekonomi Manajemen > Perilaku Konsumen |
| Divisions: | FE > S1 Pendidikan Ekonomi |
| Depositing User: | Assya Fitri . |
| Date Deposited: | 05 Feb 2026 09:17 |
| Last Modified: | 05 Feb 2026 09:17 |
| URI: | http://repository.unj.ac.id/id/eprint/64997 |
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