Amirrullah, Saffira Nurul (2025) FENOMENA KONSEP DIRI PROFESI SPG DALAM MELAKUKAN PEMBELIAN IMPULSIF(Studi Fenomenologi SPG Produk Kosmetik di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text
44221110047-Saffira Nurul Amirrullah-01 Cover - saffira amirrullah.pdf Download (780kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-02 Bab 1 - saffira amirrullah.pdf Download (136kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-03 Bab 2 - saffira amirrullah.pdf Download (349kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-04 Bab 3 - saffira amirrullah.pdf Download (151kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-05 Bab 4 - saffira amirrullah.pdf Download (771kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-06 Bab 5 - saffira amirrullah.pdf Download (41kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-07 Daftar Pustaka - saffira amirrullah.pdf Download (115kB) |
|
Text
44221110047-Saffira Nurul Amirrullah-08 Lampiran - saffira amirrullah.pdf Download (1MB) |
Abstract
Fenomena pembelian impulsif menjadi hal yang menarik dalam kajian komunikasi, khususnya dalam konteks profesi Sales Promotion Girl (SPG) yang setiap harinya terpapar pada produk, promosi, dan tekanan penampilan. Penelitian ini bertujuan untuk menggambarkan dan menjelaskan bagaimana pengalaman pembelian impulsif dialami oleh para SPG, dilihat melalui pendekatan fenomenologi Alfred Schutz, khususnya dari sisi textural dan structural description. Penelitian ini menggunakan tipe kualitatif dengan metode fenomenologi. Data dikumpulkan melalui wawancara mendalam kepada SPG kosmetik di Jakarta dengan pengalaman kerja minimal satu tahun dan pernah melakukan pembelian impulsif. Analisis dilakukan dengan tahapan reduksi data, penyusunan deskripsi tekstural dan struktural, serta sintesis esensial. Hasil penelitian menunjukkan bahwa pembelian impulsif pada SPG tidak hanya didorong oleh faktor emosional dan promosi, tetapi juga dipengaruhi oleh konsep diri, tekanan sosial, serta identitas profesi yang menuntut mereka tampil menarik. SPG menyadari tindakan impulsif tersebut sebagai bagian dari kehidupan mereka, baik sebagai strategi menjaga citra diri maupun sebagai bentuk pemenuhan emosional. Secara keseluruhan, penelitian ini menunjukkan bahwa pembelian impulsif oleh SPG merupakan tindakan sosial yang bermakna, dipengaruhi oleh pengalaman hidup, lingkungan kerja, serta peran mereka sebagai konsumen sekaligus komunikator produk. Sebagai saran, diharapkan para SPG dapat meningkatkan kesadaran diri dalam mengelola konsep diri dan emosi saat berbelanja, agar mampu mengontrol dorongan impulsif dengan lebih bijak. Selain itu, perusahaan juga dapat memberikan edukasi terkait literasi keuangan dan pengelolaan citra diri agar para SPG dapat menjalankan perannya secara profesional tanpa terbebani tekanan konsumtif. The phenomenon of impulse buying is interesting in communication studies, especially in the context of the Sales Promotion Girl (SPG) profession, which is exposed to products, promotions, and appearance pressure every day. This research aims to describe and explain how impulse buying is experienced by SPGs, seen through Alfred Schutz's phenomenological approach, especially in terms of textural and structural description. This research uses a qualitative type with a henomenological method. Data were collected through in-depth interviews with cosmetic SPGs in Jakarta with at least one year of work experience and have made impulse purchases. Analysis was carried out with the stages of data reduction, preparation of textural and structural descriptions, and essential synthesis. The results showed that impulse buying in SPGs is not only driven by emotional and promotional factors, but also influenced by self-concept, social pressure, and professional identity that requires them to look attractive. SPGs realize these impulsive actions as part of their lives, both as a strategy to maintain their self-image and as a form of emotional fulfillment. Overall, this study shows that impulse buying by SPGs is a meaningful social action, influenced by their life experiences, work environment, and their role as consumers as well as product communicators. As a suggestion, SPG are encouraged to increase self-awareness in managing their self-concept and emotions when shopping, in order to better control impulsive urges. In addition, companies can provide education on financial literacy and self-image management so that SPGs can carry out their roles professionally without being burdened by consumerist pressures.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221110047 |
| Uncontrolled Keywords: | Pembelian Impulsif, SPG, Fenomenologi, Konsep Diri, Alfred Schutz Impulsive Buying, SPG, Phenomenology, Self-Concept, Alfred Schutz |
| Subjects: | 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: | YOSUA EBENEZER PARDEDE |
| Date Deposited: | 17 Jul 2025 04:06 |
| Last Modified: | 17 Jul 2025 04:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96130 |
Actions (login required)
 |
View Item |
