PENGARUH BRAND AMBASSADOR, PERSONALIZATION, DAN FOMO TERHADAP IMPULSE BUYING GENERASI Z PADA PLATFORM E-COMMERCE DI KOTA SURABAYA
DOI:
https://doi.org/10.26740/jptn.v14n1.p80-87Kata Kunci:
Brand Ambassador, FOMO, Generasi Z, Impulse Buying, PersonalizationAbstrak
Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh Brand Ambassador, Personalization, dan Fear of Missing Out (FOMO) terhadap Impulse Buying Generasi Z pada platform e-commerce di Kota Surabaya. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal. Populasi penelitian ini adalah Generasi Z di Kota Surabaya dengan jumlah sampel sebanyak 391 responden yang ditentukan melalui teknik non-probability sampling dengan pendekatan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan, terdapat pengaruh antara Brand Ambassador, Personalization, dan FOMO terhadap Impulse Buying Generasi Z di Surabaya. Secara parsial, Brand Ambassador berpengaruh positif melalui daya tarik figur publik yang membangun keterikatan emosional. Personalization berpengaruh positif melalui algoritma rekomendasi yang relevan sehingga mempermudah proses pencarian produk. Demikian pula dengan FOMO yang berpengaruh positif sebagai akibat dari kecemasan sosial akan tertinggalnya tren produk lifestyle yang viral. Integrasi ketiga variabel tersebut terbukti menciptakan pengalaman belanja yang persuasif dan memicu tindakan pembelian tanpa perencanaan sebelumnya.
Keywords: Brand Ambassador; Personalization; FOMO; Impulse Buying; Generasi Z.
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Referensi
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