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Pengaruh Estetika Kemasan dan Harga Terhadap Keputusan Pembelian Produk Kosmetik OMG di Kalangan Milenial dan Gen Z Pada Kelurahan Sukabumi Utara Rifiyah, Dian; Wianti, Wiwin
Jurnal Ekonomi Bisnis Antartika Vol. 3 No. 2 (2025): Desember
Publisher : Antartika Media Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70052/jeba.v3i2.1030

Industri kosmetik lokal di Indonesia terus menunjukkan perkembangan yang signifikan, terutama dalam satu dekade terakhir, seiring meningkatnya kesadaran konsumen terhadap penampilan dan gaya hidup modern. Generasi Milenial dan Gen Z sebagai konsumen utama memiliki karakteristik unik, yaitu cenderung kritis, rasional, dan visual-oriented dalam mengambil keputusan pembelian. Bagi mereka, estetika kemasan tidak hanya sekadar pelindung produk, tetapi juga simbol kualitas, identitas merek, serta faktor emosional yang dapat membangkitkan minat beli. Di sisi lain, harga dipandang sebagai ukuran rasionalitas yang menentukan apakah suatu produk dianggap layak dibeli berdasarkan manfaat dan kualitas yang diterima. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh estetika kemasan dan harga terhadap keputusan pembelian produk kosmetik OMG di Kelurahan Sukabumi Utara. Metode penelitian yang digunakan adalah kuantitatif dengan desain asosiatif kausal, melibatkan 110 responden dari kalangan Milenial dan Gen Z yang pernah membeli produk OMG. Sampel ditentukan dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert, kemudian dianalisis menggunakan SPSS versi 26 melalui uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, uji f, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa baik secara parsial maupun simultan, estetika kemasan dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga memiliki pengaruh dominan dengan nilai determinasi 56,8%, sedangkan kontribusi simultan keduanya mencapai 59,5%. Hasil ini mengimplikasikan bahwa strategi pemasaran produk kosmetik lokal, khususnya OMG, harus mengintegrasikan kekuatan visual kemasan yang kreatif dengan strategi harga yang kompetitif agar mampu menarik dan mempertahankan konsumen muda. Penelitian ini juga memberikan kontribusi teoritis dengan memperkuat literatur mengenai perilaku konsumen di era digital, serta manfaat praktis bagi perusahaan dalam merancang strategi pemasaran yang efektif. The local cosmetic industry in Indonesia has continued to show significant developments, especially in the last decade, as consumer awareness increases in modern appearance and lifestyle. Millennial generation and Gen Z as the main consumers have unique characteristics, which tend to be critical, rational, and visual oriented in making purchasing decisions. For them, the aesthetics of packaging are not only product protectors, but also quality symbols, brand identity, and emotional factors that can arouse buying interest. On the other hand, Prices are seen as a measure of rationality that determines whether a product is considered feasible based on the benefits and quality received. This study aims to test and analyze the influence of the aesthetic packaging and price on the decision to purchase OMG cosmetic products in North Sukabumi Village. The research method used is quantitative with causal associative design, involving 110 respondents from millennials and Gen Z who have bought OMG products. The sample is determined by the purposive sampling technique. Data was collected through a Likert -scale questionnaire, then analyzed using SPSS version 26 through the validity test, Reliability, classical assumptions, multiple linear regression, T test, F test, and coefficient of determination. The results showed that both partially and simultaneously, packaging aesthetics and prices had a positive and significant effect on purchasing decisions. Prices have a dominant effect with a determination value of 56.8%, While the simultaneous contribution both reached 59.5%. These results imply that the marketing strategy of local cosmetic products, especially OMG, must integrate creative visual packaging power with a competitive price strategy to be able to attract and maintain young consumers. This study also provides a theoretical contribution by strengthening literature on consumer behavior in the digital age, as well as practical benefits for companies in designing effective marketing strategies.

Pengaruh Motivasi Kerja Dan Disiplin Kerja Terhadap Kinerja Karyawan Biro Umum Kementerian Keuangan Jakarta Pusat Azzahra Haula Syafitri; Wiwin Wianti
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 10 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Oktober 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i10.1051

Work motivation and work discipline are believed to have a positive and significant impact on the achievement of institutional goals. Optimal employee performance is the result of a balance between these two factors. This study aims to test simultaneously and partially the influence of work motivation and work discipline on employee performance. The hypothesis proposed is that there is a positive influence of both independent variables on the performance of employees of the General Bureau of the Ministry of Finance in Central Jakarta. The research method used a quantitative approach with a sample of 48 employees, consisting of 52% civil servants/state civil servants/public service contract employees and 48% temporary employees/interns. Data were collected through questionnaires and analysed using multiple linear regression analysis with the help of SPSS version 25. The regression analysis results showed that work motivation and work discipline together (simultaneously) had a positive and significant effect on employee performance, with a calculated F-value (17.140) exceeding the table F-value (2). Partially, work motivation had a positive and significant effect on performance (calculated T of 2.057 > table T of 1.679). Conversely, despite having a positive direction, work discipline partially did not show a significant effect (calculated T of 1.533 < table T of 1.679). These findings imply that for employees of the General Bureau of the Ministry of Finance in Central Jakarta, the motivation factor plays a more dominant and statistically significant role in improving performance compared to work discipline as an individual factor.

Analysis Influence Various Types of Promotions Sale To Behavior Purchase Consumers : Case Study at Niaga Supermarket , Lombok suleman, Dede; Sabil, Sabil; Ati Haryati, Raden; Wianti, Wiwin; Sofyanty, Devy
Dinasti International Journal of Management Science Vol. 5 No. 4 (2024): Dinasti International Journal of Management Science (March-April 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i4.2352

Research This aim For investigate impact various type promotion sale to behavior purchase consumers at Niaga Supermarket , Lombok. Through analysis of survey data involving sample consumer from the supermarket , research This disclose relevant findings . _ Research result show that promotion " buy one free one " have influence weak positive _ to behavior purchase consumer . Discount price , on the other hand , has influence more positive _ moderate to behavior purchase . Coupons also have an impact behavior purchase in a way positive with level moderate influence , meanwhile _ free samples no proven own significant impact on behavior _ purchase . Interestingly , the bonus pack, though often used in practice promotion sales , have influence weak negative and no _ significant on behavior purchase consumer . This result give outlook valuable for practitioner marketing and research furthermore about type promotion most effective sales in influence behavior purchase consumers in a supermarket environment . With more understanding _ deep about preference consumer related promotion sales , marketer can devise more strategies appropriate , temporary consumer can make decision more purchases _ informant .

THE INFLUENCE OF BRAND AND TRUST ON ONLINE CONSUMER BUYING INTEREST Dede Suleman; Yohanes Totok Suyoto; Wiwin Wianti; Etik Dwi Styaningrum; Supriatin; Rohani Lestari Napitupulu; Helmy Ivan Taruna
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 3 No. 3 (2023): May
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v3i3.887

This research study aims to investigate the impact of brand and trust on the online consumer buying interest. With the increasing number of online shopping platforms, it is essential to understand the factors that drive consumers' purchasing decisions. The study will be conducted using a quantitative research approach, and data will be collected through a survey. The sample will consist of online shoppers who have made purchases in the last six months. The study will explore the relationship between brand and trust and their effect on online consumer buying interest. The study will also investigate the mediating effect of trust on the relationship between brand and online consumer buying interest. The study will use a regression analysis to analyze the data. The findings of this research will have implications for marketers and businesses looking to improve their online sales. The study will provide insight into the importance of building a strong brand and fostering consumer trust in driving online purchasing decisions. This research will contribute to the existing literature on online consumer behavior and provide a better understanding of the factors that influence online buying interest.

Exploring The Role of Emotional Triggers and Advertising Authenticity on Purchase Intention Through Short Video Marketing in Indonesia Styaningrum, Etik Dwi; Suleman, Dede; Haryati, Raden Ati; Wianti, Wiwin; Sofyanty, Devy
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 11 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.11.26

This study aims to explore how advertising authenticity and emotional triggers influence consumer purchase intention through emotional engagement in the context of short-form video advertising in Indonesia. To achieve this objective, this study uses a quantitative approach with a survey design. Respondents consisted of active TikTok and Instagram Reels users in Indonesia who, in the past three months, have watched or interacted with short-form video advertisements. Data collection was conducted online using a structured questionnaire, then analyzed using the Structural Equation Modeling (SEM) technique. The results showed that advertising authenticity and message relevance significantly increased emotional arousal and nostalgia. Both affective responses were shown to drive emotional engagement, leading to increased purchase intentions. Emotional arousal was identified as the strongest predictor of engagement and impulsive decisions. This study extends the Cognitive–Affective–Conative (CAC) model to short video marketing and highlights nostalgia as a culturally relevant emotion in Indonesia. Despite these findings, the study's cross-sectional design limits causal interpretation; future studies should adopt longitudinal approaches. Brands are advised to focus on authentic storytelling and emotionally charged narratives within brief short video formats.

Exploring The Role of Emotional Triggers and Advertising Authenticity on Purchase Intention Through Short Video Marketing in Indonesia Styaningrum, Etik Dwi; Suleman, Dede; Haryati, Raden Ati; Wianti, Wiwin; Sofyanty, Devy
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 11 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.11.26

This study aims to explore how advertising authenticity and emotional triggers influence consumer purchase intention through emotional engagement in the context of short-form video advertising in Indonesia. To achieve this objective, this study uses a quantitative approach with a survey design. Respondents consisted of active TikTok and Instagram Reels users in Indonesia who, in the past three months, have watched or interacted with short-form video advertisements. Data collection was conducted online using a structured questionnaire, then analyzed using the Structural Equation Modeling (SEM) technique. The results showed that advertising authenticity and message relevance significantly increased emotional arousal and nostalgia. Both affective responses were shown to drive emotional engagement, leading to increased purchase intentions. Emotional arousal was identified as the strongest predictor of engagement and impulsive decisions. This study extends the Cognitive–Affective–Conative (CAC) model to short video marketing and highlights nostalgia as a culturally relevant emotion in Indonesia. Despite these findings, the study's cross-sectional design limits causal interpretation; future studies should adopt longitudinal approaches. Brands are advised to focus on authentic storytelling and emotionally charged narratives within brief short video formats.

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