The Impact Of Promotions, Online Customer Reviews and Product Quality On Generation Z Fashion Consumptive Behaviour
Dampak Promosi, Ulasan Pelanggan Online dan Kualitas Produk Terhadap Perilaku Konsumtif Fashion Generasi Z
DOI:
https://doi.org/10.21070/ups.939Keywords:
Promotion, Online Customer Review, Product Quality, Consumptive BehaviourAbstract
The purpose of this study was to determine the impact of promotions, online customer reviews and product quality on the consumptive behavior of generation Z fashion on TikTok social media users. This research is a type of quantitative research through a survey approach. Sampling is determined by non probability sampling technique with accidental sampling method, the number of samples is 100 respondents with certain considerations. Researchers use the Sidoarjo community population who fall into the generation Z category and use TikTok social media accounts. Data analysis techniques using SPSS 26 for windows. The results of this study indicate that the promotion variable has a significant effect on consumptive behavior, the online customer review variable has a positive effect on consumptive behavior, and the product quality variable has a positive effect on consumptive behavior.
Downloads
References
Mahdi, Ivan (2022) Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022, DataIndonesia.id. [Online]. Available:https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022.
Brand, Sosiakita (2022) Ketahui Perbedaan TikTok Shop, IG Shop, dan Fb Marketplace, Sosiakita Brand. [Online]. Available: https://sosiakita.com/ketahui-perbedaan-tiktok-shop-ig-shop-dan-fb-marketplace/.
Sulistianti, Rossy Ayu, dan Nugraha Sugiarta. (2022). Konstruksi Sosial Konsumen Online Shop Di Media Sosial Tiktok (Studi Fenomenologi Tentang Konstruksi Sosial Konsumen Generasi Z Pada Online Shop Smilegoddess Di Media Sosial Tiktok). JISIP (Jurnal Ilmu Sosial dan Pendidikan). Vol. 6, No. 1, Pp. 3456–3466. https://ejournal.mandalanursa.org/index.php/JISIP/article/view/2861.
Martini, Luh Kadek Budi, dan Luh Komang Candra Dewi. (2021). Pengaruh Media Promosi Tik Tok Terhadap Keputusan Pembelian Konsumen. Unit Penelitian Sekolah Tinggi Ilmu Manajemen Indonesia (STMII) "Handayani" Denpasar. Pp. 38–54.https://ojs.stimihandayani.ac.id/index.php/PROSIDING/article/view/441.
Musanna. (2018). Analisis Pengaruh Perilaku Konsumtif Mahasiswa Terhadap Belanja Online (Studi Kasus Belanja Mahasiswa Menggunakan Media Sosial di FEB Unsyiah). Jurnal Ilmiah Mahasiswa Fakultas Ilmu Sosial & Ilmu Politik. Vol. 3, No. 2, Pp. 224–236. https://jim.usk.ac.id/FISIP/article/view/7394.
Stillman, David dan Jonah Stillman. (2017). Gen Z : How the Next Gneration Is Transforming the Workplace. Gramedia Pustaka Utama.
NSolichah, Nimatus, dan Damajanti Kusuma Dewi. (2019). Hubungan Antara Konformitas Dengan Perilaku Konsumtif Terhadap Produk Fashion Pada Mahasiswa. Character: Jurnal Penelitian Psikologi. Vol. 06, No. 3, Pp. 1–8. https://core.ac.uk/download/pdf/230629168.pdf.
Rahma, Rizkia Nisaul. (2021). Hubungan Citra Merek dan Kualitas Produk Terhadap Perilaku Konsumtif Pada Mahasiswa Fakultas Psikologi Angkatan 2017 – 2019 Universitas Islam Sultan Agung Semarang. Doctoral dissertation, Universitas Islam Sultan Agung Semarang. Vol. 26, No. 2, Pp. 173–180. https://repository.unissula.ac.id/23377/.
Mujahidin, Ali. (2020). Pengaruh Fintech e-wallet Terhadap Perilaku Konsumtif Pada Generasi Millennial. Inovbiz: Jurnal Inovasi Bisnis. Vol. 8, No. 2, Pp. 143-150. https://ejournal.polbeng.ac.id/index.php/IBP/article/view/1513.
Sahanaya, Gabriela Agus. (2021). Analisis Perilaku Konsumtif Mahasiswa sebagai Dampak Perkembangan E-Commerce di Indonesia. Seminar Nasional Teknologi Pendidikan. Vol. 1, No. 1, Pp. 126–131.https://ojs.unm.ac.id/tekpend/article/view/22613.
Arohman, dan Nabila Cahya Vianda. (2020). Analisis Pengaruh Online Shop Terhadap Perilaku Konsumtif Pada Mahasiswa FEB UMPRI (Studi Kasus Pada Mahasiswa Angkatan 2016), Jurnal Ilmiah Ekonomi Manajemen. Vol. 11, No. 2, Pp. 134–145.https://ejournal.umpri.ac.id/index.php/JIEM/article/view/1279.
Kotler, Philip and Kevin Lane Keller. (2016).Manajemen Pemasaran. Jakarta: Erlangga.
Agustina, Sally Dwi Agustina. (2020). Pengaruh Promosi ‘ Voucher Gratis Ongkir Marketplace ’ Terhadap Perilaku Konsumtif (Studi Deskriptif Kuantitatif Terhadap Perilaku Konsumtif dalam Belanja Online pada Kalangan Mahasiswa di Kabupaten Garut). Repository Universitas Garut. Pp. 1–15. https://repository.uniga.ac.id/file/mahasiswa/882275864.pdf.
Rizqillah, Miftach, dan Putu Hari Kurniawan. (2020). Pengaruh Promosi, Kualitas dan Citra Merek Terhadap Keputusan Pembelian Produk Perlengkapan Bayi Snobby Di Kota Batam. Jurnal Ilmiah Core IT: Community Research Information Technology. Vol. 8, No. 1, pp. 95–106. https://ijcoreit.org/index.php/coreit/article/view/154.
Ardianti, Asri Nugrahani, dan Widiartanto Widiartanto. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee (Studi Pada Mahasiswa Aktif FISIP Undip). Jurnal Ilmu Administrasi Bisnis. Vol. 8, No. 2, Pp. 55–66. https://ejournal3.undip.ac.id/index.php/jiab/article/view/23656.
Sugiarti, Dwi Ika dan Rhoma Iskandar. (2021). Pengaruh Consumer Review Terhadap Keputusan Pembeli Terhadap Toko Online Shopee. Jurnal Sosial dan Teknologi (SOSTECH). Vol. 1, No. 9, Pp 954-962. https://www.researchgate.net/publication/361904567_Pengaruh_Consumer_Review_Terhadap_Keputusan_Pembeli_Terhadap_Toko_Online_Shopee.
Fauzi, Elvina Awalia. (2021). Korelasi Online Customer Review Terhadap Perilaku Konsumtif Melalui Marketplace Shopee Pada Mahasiswa Yogyakarta, Univ. ’Aisyiyah Yogyakarta. https://digilib.unisayogya.ac.id/6012/.
Dzulqarnain, Iskandar. (2019). Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. https://repository.unej.ac.id/handle/123456789/93165.
Philip, Kotler dan Kevin Lane Keller. (2012). Marketing Management, Edisi 14. New Jersey, Prentice-Hall Published.
Andriyanti, Eka, dan Siti Ning Farida. (2022). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, Dan Harga Terhadap Minat Beli Konsumen Shopee Indonesia (Studi Pada Generasi Z Pengguna TikTok Di Sidoarjo). Forbiswira Forum Bisnis Dan Kewirausahaan-Sinta. Vol. 11, No. 2, Pp. 228–241. https://jurnal.mdp.ac.id/index.php/forbiswira/article/view/2237.
Siregar, Edison. (2022). Riset Dan Seminar Sumber Daya Manusia.Widina Media Utama.
Nurkhasanah, Umi. (2021). Pengaruh Keputusan Pembelian Konsumen, Produk, Harga Dan Promosi Melalui Situs Belanja Online (Shopee) Terhadap Perilaku Konsumtif Mahasiswa Stainim Sidoarjo. Ico Edusha. Vol. 2, No. 1, Pp. 475-485. https://prosiding.stainim.ac.id/index.php/prd/article/view/167.
Zhang, Kem ZK. (2018). Online Reviews and Impulse Buying Behavior: The Role of Browsing and Impulsiveness. Internet Research. Vol. 28, No. 3, Pp. 522–543. https://www.emerald.com/insight/content/doi/10.1108/IntR-12-2016-0377/full/html.
Aeni, Eni Nur. (2019). Pengaruh OnlineShop Terhadap Perilaku Konsumtif Mahasiswa Fakultas Ekonomi dan Bisnis Islam (FEBI) UIN Walisongo Semarang, Vol. 8, No. 5, p. 55. https://core.ac.uk/download/pdf/200261258.pdf.
Damayanti, Dea, dan Handri Dian Wahyudi. (2021). Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. Jurnal Nusantara Aplikasi Manajemen Bisnis. Vol. 7, No. 2, Pp. 285–296. https://ojs.unpkediri.ac.id/index.php/manajemen/article/view/17710.
Kurniawan, Moch Agung, and Lilik Indayani. (2021). Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Brownies Amanda di Kabupaten Sidoarjo. Academia Open 8. Vol. 26, No. 8, Pp. 10-21070. https://acopen.umsida.ac.id/index.php/acopen/article/view/3854/1707.
Pane, Derma H. (2020). Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Kepercayaan Konsumen Terhadap Minat Beli Di Situs E-Commerce Bukalapak.Jurnal Ilmiah Kohesi, Vol. 4, No. 3, Pp. 149–155. https://repository.upbatam.ac.id/586/.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
