PENGARUH TREN MODE, FASHION INVOLVEMENT DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP IMPULSIVE BUYING PRODUK FASHION SECARA ONLINE OLEH GEN Z DI KOTA JAMBI
DOI:
https://doi.org/10.62281/h2dwd611Keywords:
Tren Model, Fashion Involvement, Electronic Word of Mouth (e WOM), Impulsive Buying, Tren ModeAbstract
Perkembangan belanja online mendorong meningkatnya perilaku impulsive buying, khususnya pada Generasi Z yang memiliki ketertarikan tinggi terhadap produk fashion. Penelitian ini bertujuan untuk menganalisis pengaruh Tren Mode, Fashion Involvement, dan Electronic Word of Mouth (E-WOM) terhadap Impulsive Buying produk fashion secara online pada Generasi Z di Kota Jambi. Populasi dalam penelitian ini adalah Generasi Z di Kota Jambi dengan jumlah 150.031 orang. Namun, karena jumlah pasti Generasi Z yang melakukan pembelian produk fashion secara online tidak diketahui, penentuan jumlah sampel dilakukan menggunakan rumus Lemeshow dengan tingkat kesalahan sebesar 10%. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis data berupa data primer dan data sekunder. Teknik analisis data meliputi Uji Validitas dan Uji Reliabilitas, uji R-Square, serta Uji Hipotesis melalui metode Bootstrapping dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Tren Mode dan Fashion Involvement berpengaruh positif dan signifikan terhadap Impulsive Buying. Sementara itu, Electronic Word of Mouth (E-WOM) berpengaruh negatif namun signifikan terhadap Impulsive Buying, yang menunjukkan bahwa paparan informasi dan ulasan dari konsumen lain mendorong konsumen melakukan evaluasi yang lebih rasional sehingga dapat menekan dorongan pembelian impulsif.
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