Reference group, personality dan social class: Perannya terhadap keputusan belanja produk skincare

Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 and Linggasari, Filda Septa (2024) Reference group, personality dan social class: Perannya terhadap keputusan belanja produk skincare. Journal of Management and Digital Business, 4 (2). ISSN 2797-9555

Text 20593.pdf - Published Version Available under License Creative Commons Attribution Share Alike. Download (466kB)

Abstract

This research aims to analyze the role of reference groups, social class, and personality in determining shopping decisions for skincare products at the TikTok Shop. Gen Z dominates most consumers of skin care products and TikTok users in Indonesia. The study employs a qualitative approach with data collection conducted through a survey in Malang City. The sample is 180 respondents, conducted through purposive sampling with a few criteria, namely Gen Z, as active TikTok users who have purchased at TikTok Shop. Data analysis used multiple linear regression. The results show that partially or simultaneously, the three independent variables, namely reference group, social class, and personality, influence the decision to shop for skincare products at TikTok Shop. Therefore, the decision to shop for skincare products in Gen Z was influenced by the preferences they received from the reference group and then adjusted based on each individual's personal needs and purchasing power.

Item Type:	Journal Article
Keywords:	Reference group; Personality; Social class; Shopping decisions; Gen Z
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	14 Oct 2024 15:29

Downloads

Origin of downloads

Actions (login required)

View Item