PENGARUH KONTEN REVIEWBEAUTY INFLUENCER DI MEDIA SOSIAL INSTAGRAM TERHADAP PERILAKU IMPULSE BUYING GENERASI Z (Survei Pada Mahasiswa Aktif S1 Akuntansi Universitas Mercu Buana)

SALMADINDA, SABITHA (2023) PENGARUH KONTEN REVIEWBEAUTY INFLUENCER DI MEDIA SOSIAL INSTAGRAM TERHADAP PERILAKU IMPULSE BUYING GENERASI Z (Survei Pada Mahasiswa Aktif S1 Akuntansi Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Shopping has become an essential part of daily life, with many people showing an increasing interest in impulse buying. Factors such as the influence of social media and lifestyle play a role in promoting impulse buying behavior. Generation Z exhibits different shopping behaviors compared to previous generations. They tend to be more active in online shopping through e-commerce and are also susceptible to impulse buying behavior. Beauty influencers on Instagram play a significant role in influencing the opinions and shopping behavior of Generation Z when it comes to beauty products, using interpersonal communication techniques. This research aims to identify the influence of content dimensions of beauty influencer reviews, proxied as Openness, Empathy, Supportiveness, Positiveness, and Equality, on the impulse buying behavior of Generation Z. This research uses a quantitative method within the positivist paradigm. The population for this study consists of 589 active undergraduate students majoring in Accounting at Universitas Mercu Buana. Sampling is done using a Non-Probability Sampling technique, specifically accidental sampling, with a sample size of 105 students. Data is collected through the use of questionnaires, and data analysis employs multiple linear regression analysis with the assistance of SPSS version 26. The results of the data analysis are as follows: First, beauty influencer review content on social media platform Instagram has a positive 30,3% influence on the impulse buying behavior of Generation Z. Second, beauty influencer review content proxied by Supportiveness and Equality has a positive influence on the impulse buying behavior of Generation Z. while beauty influencer review content proxied by Openness, Empathy, and Positiveness does not have a significant influence on the impulse buying behavior of Generation Z. Keywords : Content, Reviewbeauty, Influencer, impulse buying, Generation Z. Belanja menjadi bagian penting dalam kehidupan sehari-hari, dengan banyak orang yang semakin tertarik untuk berbelanja secara impulsif. Faktorfaktor seperti pengaruh media sosial, dan gaya hidup berperan dalam mendorong perilaku impulse buying. Generasi Z, memiliki perilaku berbelanja yang berbeda dibandingkan dengan generasi sebelumnya. Mereka cenderung lebih aktif dalam berbelanja secara online melalui e-commerce, dan mereka juga rentan melakukan perilaku impulse buying. Influencer kecantikan di platform Instagram memiliki peran penting dalam memengaruhi opini dan perilaku generasi Z dalam berbelanja produk kecantikan dengan menggunakan teknik komunikasi interpersonal. Penelitian ini bertujuan untuk mengidentifikasi pengaruh dimensi konten review beauty influencer yang diproksikan Openness, Empathy, Supportiveness, Positiveness, dan Equality terhadap perilaku impulse buying generasi Z. Penelitian ini menggunakan metode kuantitatif nparadigma posivisme. Populasi pada penelitian ini merupakan Mahasiswa Aktif S1 Akuntansi Universitas Mercu Buana, yang berjumlah 589 orang. Pengambilan sampel menggunakan teknik Non-Probability Sampling dengan teknik accidental sampling dengan jumlah sampel 105 Mahasiswa. Digunakan kuesioner untuk teknik pengumpulan datanya. Teknik analisis data yang digunakan adalah teknik analisis regresi linear berganda dengan bantuan Aplikasi SPSS versi 26. Hasil analisis data diperoleh yakni pertama Konten reviewbeauty Influencer di media sosial Instagram berpengaruh positif 30,3% terhadap perilaku impulse buying Generasi Z. Kedua, konten reviewbeauty Influencer yang diproksikan oleh Suportivness dan Equality berpengaruh positif terhadap perilaku impulse buying Generasi Z. Sedangkan Konten reviewbauty Influencer yang diproksikan oleh Openness, Emphaty, dan Positiveness tidak berpengaruh signifikan terhadap perilaku impulse buying generasi Z. Kata Kunci : Konten, reviewbeauty, influencer, impulse buying, generasi Z.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 211
Call Number: SK/42/23/111
NIM/NIDN Creators: 44220010086
Uncontrolled Keywords: Konten, reviewbeauty, influencer, impulse buying, generasi Z.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 16 Nov 2023 07:56
Last Modified: 16 Nov 2023 07:56
URI: http://repository.mercubuana.ac.id/id/eprint/84179

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