Pengaruh Social Media Pressure dan Brand Image Terhadap Perilaku Impluse Buying Generasi Z (Studi Pada Konsumen Clarissa Store di Kota Kediri)

Faradita, Silvina (2026) Pengaruh Social Media Pressure dan Brand Image Terhadap Perilaku Impluse Buying Generasi Z (Studi Pada Konsumen Clarissa Store di Kota Kediri). Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to examine the effects of Social Media Pressure and Brand Image on Impulse Buying, both partially and simultaneously, among Generation Z consumers at Clarissa Store in Kediri City. This study employed a quantitative approach with an explanatory research method. The sample consisted of 96 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with the assistance of SPSS version 32. The results show that Social Media Pressure has a positive and significant effect on Impulse Buying, with a t-value of 11.740 and a significance value of 0.000. Brand Image also has a positive and significant effect on Impulse Buying, with a t-value of 2.075 and a significance value of 0.041. Simultaneously, Social Media Pressure and Brand Image have a positive and significant effect on Impulse Buying, with an F-value of 139.073 and a significance value of 0.000. The R² value of 0.749 indicates that the two variables explain 74.9% of the variation in Impulse Buying, while the remaining 25.1% is explained by other factors outside the research model. Keywords: Social Media Pressure, Brand Image, Impulse Buying, Generation Z

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	17 Oct 2026 04:48
Last Modified:	17 Oct 2026 04:48
URI:	http://repository.unik-kediri.ac.id/id/eprint/1259

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