Pengaruh self-congruence, consumer-influencer congruence, consumer- product congruence dan influencer-product congruence terhadap impulse buying produk emina

Yunus, Sharen Natacha (2024) Pengaruh self-congruence, consumer-influencer congruence, consumer- product congruence dan influencer-product congruence terhadap impulse buying produk emina. Skripsi thesis, Universitas Tarumanagara.

Text Sharen Natacha Yunus 115210163 JA.pdf Download (2MB)

Abstract

Abstract :
Having a perfect and charming appearance is a desire for everyone. The growing awareness of the importance of self-care has triggered the growth of the domestic beauty industry. Cosmetics companies are rapidly expanding, and many local cosmetic brands are starting to emerge. This study aims to analyze the effect of self, consumer, product, and influencer congruence on impulse buying of Emina products. The sample was selected using a non-probability sampling technique, specifically purposive sampling.. The sample consists of 120 female teenagers who have purchased Emina products in Jakarta. Data were analyzed using the SEM method with the SmartPLS 4.0 application. The results showed that self-congruence and influencer–product congruence have a positive and significant effect, while consumer–influencer congruence and consumer–product congruence have a positive but not significant effect.
Keywords: Self, Influencer, Product, Consumer, Congruence, impulse buying

Abstrak :
Berpenampilan sempurna dan menawan adalah dambaan semua orang. Kesadaran yang meningkat akan pentingnya perawatan diri memicu pertumbuhan industri kecantikan. Perusahaan kosmetik berkembang pesat, dan banyak merek kosmetik local mulai bermunculan. Penelitian ini bertujuan untuk menganalisis pengaruh self, consumer, product dan influencer congruence, terhadap impulse buying produk Emina. Pengambilan sampel menggunakan teknik non-probability yaitu purposive sampling .Sampel pada penelitian ini adalah remaja perempuan yang pernah membeli produk Emina di Jakarta sebanyak 120. Data dianalisis menggunakan metode SEM dengan aplikasi SmartPLS 4.0. Hasil penelitian menunjukan Self–Congruence dan Influencer– Product Congruence berpengaruh positif dan signifikan sedangkan Consumer– Influencer Congruence dan Consumer–Product Congruence berpengaruh positif namun tidak signifikan.
Keyword : Self, Influencer, Product, Consumer, Congruence, impulse buying

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	20 Jun 2025 08:42
Last Modified:	20 Jun 2025 08:42
URI:	https://repotest.untar.ac.id/id/eprint/47317

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