SARI, RIZKY HERDIANTI (2025) PEMAKNAAN INDIVIDU TENTANG IMPULSIVE BUYING: STUDI FENOMENOLOGI PADA AKUN INSTAGRAM WEARING KLAMBY. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze and describe the experience of purchasing behavior among followers of the Wearing Klamby Instagram account through a phenomenological perspective. This research uses an interpretive paradigm with a qualitative approach to understanding the motivations, goals, and meanings of account followers' subjective shopping experiences. The research results show that the experience of impulsive buying behavior among followers of the Wearing Klamby Instagram account is influenced not only by individual elements but also by the social dynamics in the online community. Phenomenological analysis also found that impulsive buying behavior is not only driven by functional needs but also by emotional and social needs. Interestingly, this research revealed findings that followers of the Wearing Klamby Instagram account tend to consider impulsive actions in shopping as normal or positive, even commonplace, especially in the fastpaced and consumerist modern era. For them, the momentary urge to buy things they like, is part of their lifestyle and self-expression, not something to regret or avoid. This research gives marketers insight into the importance of building deeper relationships with consumers through emotional approaches and social media. Keywords: Purchase Behavior, Impulsive Buying, Instagram, Phenomenology, Shopping Motivation Penelitian ini bertujuan untuk menganalisa dan mendeskripsikan pengalaman perilaku pembelian pada pengikut akun Instagram Wearing Klamby melalui perspektif fenomenologi. Penelitian ini menggunakan paradigma interpretif dengan pendekatan kualitatif untuk memahami motivasi, tujuan serta makna dari pengalaman subjektif belanja pada pengikut akun tersebut. Hasil penelitian menunjukkan bahwa pengalaman perilaku impulsive buying dalam di kalangan pengikut akun Instagram Wearing Klamby tidak hanya dipengaruhi oleh elemen individu, tetapi juga oleh dinamika sosial yang ada dalam komunitas online. Analisis fenomenologi juga menemukan bahwa perilaku impulsive buying tidak hanya didorong oleh kebutuhan fungsional, tetapi juga oleh kebutuhan emosional dan sosial. Menariknya, penelitian ini mengungkap temuan bahwa pengikut akun Instagram Wearing Klamby cenderung menganggap tindakan impulsif dalam berbelanja sebagai hal yang wajar atau positif, bagi mereka dorongan sesaat untuk membeli barang yang disukai adalah bagian dari gaya hidup dan ekspresi diri, bukan sesuatu yang perlu disesali atau dihindari. Penelitian ini memberikan wawasan bagi pemasar tentang pentingnya membangun hubungan yang lebih dalam dengan konsumen melalui pendekatan emosional dan media sosial. Kata kunci: Perilaku Pembelian, Impulsive Buying, Instagram, Fenomenologi, Motivasi Belanja
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