JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk Kosmetik Pada Gen-Z di Purbalingga

Anisa Nur Fadilah (Unknown)
Erny Rachmawati (Unknown)
Muchammad Agung Miftahuddin (Unknown)
Nawalin Nazah (Unknown)

Article Info

Publish Date
30 Jan 2026

Abstract

This study examines the effects of brand image, lifestyle, product quality, and advertising on Generation Z’s purchasing decisions for OMG cosmetics in Purbalingga Regency. Using a quantitative survey approach, data from 125 respondents were collected via questionnaires with a 5-point Likert scale. Purposive sampling and the Lemeshow formula determined the sample. SPSS 27 was used for analysis. Results indicate brand image, lifestyle, and advertising significantly influence purchasing decisions. The findings highlight the strategic role of these variables in shaping consumer behavior toward OMG products among Generation Z in Purbalingga.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

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

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...