OKTOVIENIE, YUSTIN (2025) PENGARUH POSITIVE EMOTION, SALES PROMOTION, DAN PRODUCT QUALITY TERHADAP IMPULSE BUYING BRAND LARUSSO PADA GEN Z DI JAKARTA (Studi Pada E-Commerce Larusso). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini difokuskan untuk menganalisis dampak pengaruh positive emotion, sales promotion, dan product quality terhadap impulse buying pada Gen Z di Jakarta. Gen Z dikenal mempunyai karakteristik konsumtif, responsif terhadap tren digital, dan mudah dipengaruhi oleh stimulus emosional maupun promosi penjualan. Populasi penelitian ini terdiri atas semua kelompok Generasi Z yang berada di Jakarta. Sampel yang akan digunakan untuk penelitian ini berjumlah 170 responden yang dipilih. Metode pengumpulan data responden dilakukan dengan survei menggunakan kuesioner sebagai instrumen utama. Penelitian ini menggunakan metode analisis kuantitatif yang diolah dengan software SmartPLS 4. Berdasarkan temuan hasil pengolahan data dapat ditarik kesimpulan bahwa bahwa positive emotion, sales promotion dan product quality terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian impulsif pada Gen Z. Temuan ini menegaskan bahwa emosi positif dapat memicu dorongan belanja spontan, promosi penjualan mendorong peningkatan minat beli melalui insentif seperti diskon dan flash sale, sementara kualitas produk memperkuat keyakinan konsumen dalam mengambil keputusan. Secara teoretis, hasil penelitian ini diharapkan memperkaya literatur pemasaran, sementara secara praktis dapat menjadi rujukan bagi pelaku usaha fashion lokal dalam menyusun strategi pemasaran yang sesuai dengan target konsumen. This study concentrates on examining the influence of positive emotions, sales promotions, and product quality on impulse buying behavior among Generation Z in Jakarta. Generation Z is widely recognized for its consumptive tendencies, strong responsiveness to digital trends, and susceptibility to both emotional stimuli and promotional offers. The research population comprises all Gen Z individuals residing in Jakarta, with a selected sample of 170 respondents. Data were collected through surveys using structured questionnaires as the primary instrument. The analysis was carried out with a quantitative approach, processed using SmartPLS 4 software. The findings reveal that positive emotions, sales promotions, and product quality exert a positive and significant effect on impulsive purchasing decisions among Gen Z consumers. These results highlight that positive emotions stimulate spontaneous buying impulses, sales promotions enhance purchase interest through incentives such as discounts and flash sales, while product quality strengthens consumer confidence in making buying decisions. Theoretically, this research is expected to contribute to the enrichment of marketing literature, while practically it provides valuable insights for local fashion businesses in developing marketing strategies tailored to their target audience.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121110097 |
| Uncontrolled Keywords: | Positive Emotion, Sales Promotion, Product Quality, Impulse Buying Positive Emotion, Sales Promotion, Product Quality, Impulse Buying |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 19 Sep 2025 04:35 |
| Last Modified: | 19 Sep 2025 04:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98135 |
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