Peran Impulsive Buying Memediasi Beauty Influencer dan Price Perception terhadap Purchase Intention pada Produk Emina

Nilna Muna; Ni Kade  Yenny Pratiwi

doi:10.53697/emak.v7i1.3291

Authors

Nilna Muna Universitas Pendidikan Nasional
Ni Kade Yenny Pratiwi Universitas Pendidikan Nasional

DOI:

https://doi.org/10.53697/emak.v7i1.3291

Keywords:

Beauty Influencer, Persepsi Harga, Pembelian Impulsif, Niat Beli, Pemasaran Digital

Abstract

Studi ini bertujuan untuk mengeksplorasi pengaruh beauty influencer dan persepsi harga (price perception) terhadap niat beli (purchase intention) produk Emina, dengan menempatkan impulsive buying sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif yang melibatkan 128 responden Generasi Z (usia 15-25 tahun) di Kota Denpasar, yang dipilih karena keaktifan mereka di media sosial dan pengalaman pembelian produk terkait. Melalui analisis data menggunakan Structural Equation Modeling (SEM) berbasis SmartPLS 4, hasil penelitian mengungkap temuan empiris bahwa beauty influencer dan persepsi harga memiliki dampak positif dan signifikan dalam memicu impulsive buying serta meningkatkan purchase intention. Analisis lebih lanjut mengonfirmasi bahwa impulsive buying berperan signifikan sebagai mediator yang menjembatani pengaruh beauty influencer dan persepsi harga terhadap niat beli. Berdasarkan temuan ini, disarankan bagi Emina untuk memperkuat kolaborasi dengan influencer yang informatif serta merumuskan strategi harga yang kompetitif guna menstimulasi keputusan pembelian konsumen.

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