Pengaruh Budaya Self-Reward dan Paparan Media Sosial Terhadap Keputusan Pembelian pada Konsumen Gen Z di Era Digital
DOI:
https://doi.org/10.61722/jrme.v2i4.5900Keywords:
Consumer Behavior; Media Sociai; Purchasing Decisions; Self-Reward CultureAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh budaya Self-Reward dan paparan media sosial terhadap keputusan pembelian pada konsumen Gen Z di era digital. Metode penelitian yang digunakan melalui penddekatan kuantitatif dengan teknik survei melalui kuesioner online kepada 97 responden dikalangan Gen Z. Analisis data dilakukan dengan regresi linear berganda menggunakan bantuan IBM SPSS Versi 24. Hasil penelitian menunjukkan bahwa secara simultan budaya Self-Reward dan paparan media sosial berpengaruh signifikan terhadap keputusan pembelilan. Secara parsial, budaya Self-Reward memiliki pengaruh dominan, yang menunjukkan bahwa konsumen Gen Z cenderung melakukan pembelian sebagai bentuk penghargaan terhadap diri sendiri. Temuan ini menegaskan pentingnya faktor emosional dan digital exposure dalam membentuk perilaku konsumsi generasi Z.
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