Pengaruh FOMO, Celebrity Endorsement, dan Personal Branding terhadap Impulsive Buying melalui Perceived value Boneka Labubu pada Generasi Z di Jakarta
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Abstract
Penelitian ini dilatarbelakangi oleh fenomena meningkatnya perilaku pembelian impulsif (Impulsive Buying) di kalangan Generasi Z, khususnya terhadap produk-produk tren seperti boneka Labubu. Tujuan penelitian ini adalah untuk menganalisis Pengaruh Fear of Missing Out (FOMO), Celebrity Endorsement, dan Personal Branding terhadap Impulsive Buying melalui Perceived value boneka Labubu pada Generasi Z di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 400 responden Generasi Z di Jakarta yang memenuhi kriteria berusia antara 1997-2012, berdomisili di Jakarta lebih dari 6 bulan, aktif di media sosial lebih dari 3 bulan, dan pernah membeli produk Labubu. Analisis data dilakukan menggunakan Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa FOMO berPengaruh positif dan signifikan terhadap Impulsive Buying, baik secara langsung maupun melalui Perceived value. Celebrity Endorsement Lisa BLACKPINK berPengaruh positif dan signifikan terhadap Impulsive Buying, baik secara langsung maupun melalui Perceived value. Personal Branding berPengaruh positif dan signifikan terhadap Impulsive Buying, baik secara langsung maupun melalui Perceived value. Perceived value berPengaruh positif dan signifikan terhadap Impulsive Buying. FOMO, Celebrity Endorsement, dan Personal Branding berPengaruh positif dan signifikan terhadap Perceived value. Terakhir, Personal Branding berPengaruh positif dan signifikan terhadap Celebrity Endorsement.
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