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Nainggolan, Tiurmaulina
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Bandwagon Effect Dan Atribut Produk Terhadap Keputusan Pembelian Produk Skincare Pada Generasi Z Di Kota Palangka Raya Nainggolan, Tiurmaulina; Harinie, Luluk Tri; Bancin, John Budiman; Sintani, Lelo
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2148

Abstract

This study examines the effect of the bandwagon effect and product attributes on purchase decisions of skincare products among Generation Z in Palangka Raya City. The research aims to analyze the association among the studied variables. A quantitative associative approach was applied using a survey method and analyzed with SmartPLS. The results indicate that the bandwagon effect and product attributes are positively associated with purchase decisions, although their effect levels vary. These findings imply the importance of social trend based marketing strategies and strengthening product attributes to enhance Generation Z purchase decisions
Co-Authors Harinie, Luluk Tri John Budiman Bancin Lelo Sintani