MATERIALISM HAPPINESS, ELECTRONIC WORD OF MOUTH, DAN CELEBRITY ENDORSEMENT DALAM PERILAKU COMPULSIVE BUYING GEN Z: PERAN MEDIASI IMPULSIVE BUYING PADA BRAND UNIQLO DI KOTA SEMARANG

Nabilah Ayu Maharani; Guruh Taufan Hariyadi; Lenni Yovita; Pradana Jati Kusuma

doi:10.31539/mjq69755

Authors

Nabilah Ayu Maharani Universitas Dian Nuswantoro
Guruh Taufan Hariyadi Universitas Dian Nuswantoro
Lenni Yovita Universitas Dian Nuswantoro
Pradana Jati Kusuma Universitas Dian Nuswantoro

DOI:

https://doi.org/10.31539/mjq69755

Keywords:

Materialism Happiness, Electronic Word of Mouth, Celebrity Endorsement, Impulsive Buying, Compulsive Buying, Generasi Z

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh materialism happiness, electronic word of mouth (e-WOM), dan celebrity endorsement terhadap compulsive buying dengan impulsive buying sebagai variabel mediasi pada konsumen Generasi Z pengguna brand UNIQLO di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, dan melibatkan 126 responden Gen Z yang berdomisili di Semarang. Data primer dikumpulkan melalui penyebaran kuesioner, dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan menggunakan Software SmartPLS 3.0. Hasil menunjukkan bahwa materialism happiness berpengaruh positif terhadap impulsive dan compulsive buying. Electronic Word of Mouth berpengaruh terhadap impulsive buying, namun tidak terhadap compulsive buying. Celebrity Endorsement tidak berpengaruh signifikan terhadap kedua perilaku pembelian tersebut. Impulsive buying memediasi pengaruh materialism happiness dan e-WOM terhadap compulsive buying, tetapi tidak memediasi hubungan antara celebrity endorsement dan compulsive buying. Penelitian ini memberikan kontribusi dalam pemahaman perilaku konsumtif Generasi Z, khususnya dalam konteks brand fashion global seperti UNIQLO, serta menjadi acuan bagi pemasar dalam menyusun strategi komunikasi dan promosi yang lebih efektif.

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