JER
Vol. 9 No. 1 (2026): October - March

Analisis Bandwagon Effect Dan Atribut Produk Terhadap Keputusan Pembelian Produk Skincare Pada Generasi Z Di Kota Palangka Raya

Nainggolan, Tiurmaulina (Unknown)
Harinie, Luluk Tri (Unknown)
Bancin, John Budiman (Unknown)
Sintani, Lelo (Unknown)

Article Info

Publish Date
05 Dec 2025

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

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

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

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...