Scroll, Excited, Buy: Perilaku Impulsive Buying Smartband Huawei & Xiaomi pada Gen Z Indonesia
DOI:
https://doi.org/10.38035/jmpd.v4i2.639Keywords:
Pengaruh Sosial, Tekanan Waktu, Emosi Positif, Pembelian Impulsif, SmartbandAbstract
Penelitian ini dilatarbelakangi oleh keunikan perilaku Generasi Z yang sangat bergantung pada teknologi kesehatan, namun cenderung selektif dalam berbelanja akibat keterbatasan pendapatan. Kendati demikian, keterbatasan tersebut kerap dikesampingkan ketika mereka dihadapkan pada strategi pemasaran digital yang agresif. Fenomena ini terlihat nyata pada momentum promosi 12.12 di platform TikTok Shop, di mana ketersediaan produk Smartband merek Huawei dan Xiaomi dengan harga terjangkau memicu lonjakan pembelian impulsif secara masif dalam waktu singkat. Lonjakan situasional tersebut mengindikasikan bahwa keputusan pembelian Generasi Z sangat rentan dipengaruhi oleh tekanan waktu dan pengaruh sosial. Karena penelitian terdahulu masih menunjukkan hasil yang tidak konsisten, emosi positif dihadirkan sebagai variabel mediasi untuk menjelaskan proses psikologis internal konsumen. Oleh karena itu, penelitian kuantitatif ini bertujuan untuk menganalisis pengaruh pengaruh sosial dan tekanan waktu terhadap pembelian impulsif melalui emosi positif. Penelitian menerapkan teknik pengambilan sampel non-probabilitas kepada 200 responden di Indonesia. Data dianalisis menggunakan Partial least squares structural equation modeling. Hasil penelitian menunjukkan bahwa pengaruh sosial dan tekanan waktu berpengaruh positif dan signifikan terhadap emosi positif dan pembelian impulsif, dengan emosi positif terbukti berperan sebagai variabel mediasi sebagian.
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