PENGARUH SOSIAL MEDIA DAN CROSS CULTURAL MARKETING TERHADAP IMPULSIF BUYING GEN Z PADA FAST FASHION DENGAN TINGKAT HEDONISME SEBAGAI MEDIASI
Abstract
Penelitian ini bertujuan untuk menganalisis dampak Social Media Marketing dan Cross Cultural Marketing terhadap perilaku impulsif buying dan tingkat hedonisme di kalangan Generasi Z dalam segmen fast fashion, dengan tingkat hedonisme sebagai variabel mediasi. Generasi Z, yang sangat terpapar teknologi dan media sosial, menjadi target utama bagi industri fast fashion. Dengan pendekatan kuantitatif, penelitian ini melibatkan 205 responden Gen Z di Indonesia yang aktif di media sosial dan memiliki pengalaman pembelian fast fashion. Hasil penelitian menunjukkan bahwa Social Media Marketing dan Cross Cultural Marketing berpengaruh signifikan terhadap impulsif buying dan tingkat hedonisme, yang menjadi pemicu dalam meningkatkan dorongan konsumsi impulsif. Selain itu, hedonisme terbukti memediasi hubungan antara kedua strategi pemasaran tersebut dengan impulsif buying, yang memperkuat keterlibatan emosional konsumen dengan produk fast fashion. Temuan ini memberikan wawasan penting bagi pemasar untuk merancang strategi pemasaran yang berfokus pada pengalaman emosional dan penggunaan elemen budaya global dalam menjangkau Gen Z. Penelitian ini juga menawarkan kontribusi teoretis dengan memperkaya literatur perilaku konsumsi impulsif dan hedonisme di era digital.
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