Peran Body Image dalam Memicu Impulsive Buying Produk Skincare pada Kalangan Perempuan Generasi Z
DOI:
https://doi.org/10.31004/green.v4i2.270Keywords:
Body Image, Impulsive Buying, Generasi Z, SkincareAbstract
Penelitian ini bertujuan untuk mengetahui peran body image terhadap impulsive buying produk skincare pada perempuan Generasi Z. Hipotesis yang diajukan adalah terdapat peran body image terhadap impulsive buying pada perempuan Generasi Z. Penelitian ini melibatkan 200 responden perempuan Generasi Z yang telah bekerja dan aktif membeli produk skincare. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Variabel body image diukur menggunakan skala yang disusun oleh peneliti sebanyak 24 aitem dengan mengacu pada komponen dari Cash, Melynk, dan Hrabosky (2004) dengan reliabilitas sebesar 0,907, dan variabel impulsive buying sebanyak 24 aitem dengan mengacu pada aspek dari Verplanken dan Herabadi (2001) dengan reliabilitas sebesar 0,897. Analisis data dilakukan menggunakan teknik simple linear regression.Hasil analisis menunjukkan nilai R-square sebesar 0,338, nilai r sebesar 0,582, dan signifikansi 0,000 (p < 0,05). Hal ini menunjukkan bahwa body image memiliki peran yang signifikan terhadap impulsive buying sebesar 33,8%, sehingga hipotesis penelitian diterima.
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