DETERMINAN IMPULSIVE BUYING DAN PURCHASE DECISION PADA KONSUMEN PRODUK KECANTIKAN KOREA

Salwagita Ramadhisa, . (2026) DETERMINAN IMPULSIVE BUYING DAN PURCHASE DECISION PADA KONSUMEN PRODUK KECANTIKAN KOREA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor determinan dari impulsive buying dan purchase decision pada konsumen produk kecantikan Korea di DKI Jakarta, yang meliputi pengaruh brand ambassador, electronic word of mouth (e-WOM), dan product quality. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel non-probability sampling melalui metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring kepada 346 responden yang memenuhi kriteria berdomisili di Kota Administrasi Jakarta, pernah membeli produk Barenbliss, dan mengetahui brand ambassador merek tersebut. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa brand ambassador dan e-WOM berpengaruh positif dan signifikan terhadap impulsive buying, serta impulsive buying berpengaruh positif dan signifikan terhadap purchase decision. Sebaliknya, brand ambassador, e-WOM, dan product quality berpengaruh negatif dan signifikan terhadap purchase decision. Selain itu, product quality juga berpengaruh negatif dan signifikan terhadap impulsive buying. Berdasarkan temuan tersebut, perusahaan disarankan untuk mengoptimalkan strategi promosi yang mampu mendorong impulsive buying, seperti flash sale dan bundling produk, serta memaksimalkan peran brand ambassador dan ulasan di media sosial untuk meningkatkan impulsive buying yang dapat mendorong purchase decision. ***** This study aims to analyze the determinants of impulsive buying and purchase decision among consumers of Korean beauty products in the Special Capital Region of Jakarta (DKI Jakarta), focusing on the influence of brand ambassador, electronic word of mouth (e-WOM), and product quality. This study employed a quantitative research method using a non-probability sampling technique with a purposive sampling approach. Data were collected through an online questionnaire distributed to 346 respondents who met the criteria of residing in the Administrative Cities of Jakarta, having purchased Barenbliss products, and being familiar with the brand's ambassador. The data were analyzed using Structural Equation Modeling (SEM) with AMOS software. The results indicate that brand ambassador and e-WOM have a positive and significant effect on impulsive buying, while impulsive buying has a positive and significant effect on purchase decision. In contrast, brand ambassador, e-WOM, and product quality have negative and significant effects on purchase decision. In addition, product quality has a negative and significant effect on impulsive buying. Based on these findings, companies are encouraged to optimize promotional strategies that stimulate impulsive buying, such as flash sales and product bundling, while maximizing the role of brand ambassadors and social media reviews to enhance impulsive buying, which in turn can increase purchase decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Salwagita Ramadhisa .
Date Deposited:	27 Jul 2026 06:26
Last Modified:	27 Jul 2026 06:26
URI:	http://repository.unj.ac.id/id/eprint/67276

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