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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Raissa Aurellia
Unknown Affiliation
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Endorser Instagram Terhadap Keputusan Pembelian Produk Fashion: (Studi Kasus Pada Gen Z USU) Marbun, Yuana Widya Angeline; Raissa Aurellia; Tampubolon, Claudia Yonica Br; Saragih, Mernita Sari; Aritonang, Robbi Pradita; Siregar, Afrila Mulyati; Siregar, Onan Marakali
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 2 No. 1 (2024): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v2i1.135

Abstract

The current digital era continues to develop, the role of Instagram endorsers in influencing purchasing decisions for fashion products, especially among Gen Z. Endorsers are considered brand representations that play a key role in branding and marketing communication strategies. The goal of celebrity endorsement, as a marketing tactic, is to use one or more celebrities to advocate for a specific good or service. The purpose of this study is to gain a thorough understanding of the ways in which Gen Z consumers on USU campuses are influenced by Instagram influencers when making fashion-related purchases. This study employed a quantitative research design with a sample size of seventy USU students interested in fashion and who use Instagram to follow celebrity endorsers. This study used simple linear regression analysis as its data analysis method. The findings demonstrated that Instagram endorsers had an impact on purchase decisions, as seen by the t value of 7.833>1.667, which was reached above the t table. Keywords: Endorse, Instagram, Purchase Decision, Brand Image, USU
Pengaruh Scarcity Marketing Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Pembelian Merchandise K-Pop di Weverse Shop (Studi pada Penggemar Seventeen di Aplikasi X): Penelitian Raissa Aurellia; Onan Marakali Siregar
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.2494

Abstract

Fenomena Korean Wave telah mendorong pertumbuhan industri K-Pop secara global, termasuk di Indonesia, salah satunya melalui pembelian merchandise resmi yang kerap memicu perilaku Impulse Buying. Penelitian ini bertujuan menganalisis pengaruh Scarcity Marketing dan Hedonic Shopping Motivation terhadap Impulse Buying pada penggemar Seventeen di Weverse Shop. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif, melibatkan 96 responden yang dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa Scarcity Marketing (t = 3,609 > 1,985) dan Hedonic Shopping Motivation (t = 4,774 > 1,985) berpengaruh positif dan signifikan terhadap Impulse Buying. Secara simultan, kedua variabel berpengaruh signifikan dengan R² = 0,460, yang berarti 46% variasi Impulse Buying dapat dijelaskan oleh kedua variabel, sementara 54% sisanya dipengaruhi faktor lain di luar penelitian. Temuan ini menegaskan bahwa strategi kelangkaan dan motivasi belanja hedonis merupakan determinan penting dalam mendorong perilaku pembelian impulsif pada konteks pemasaran merchandise K-Pop.
Co-Authors Aritonang, Robbi Pradita Marbun, Yuana Widya Angeline Saragih, Mernita Sari Siregar, Afrila Mulyati Siregar, Onan Marakali Tampubolon, Claudia Yonica Br