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Cited by 32Consumer Retail Behavior StudiesConsumer Behavior and Marketing InfluenceConsumer Behavior in Brand Consumption and Identification

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Perilaku Pembelian Hedonis Generasi Z: Promosi Pemasaran, Kelompok Acuan, dan Konsep Diri

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Ramadhan, Andre Fachrun, Simanjuntak, Megawati·2018·Jurnal Ilmu Keluarga dan Konsumen
DOI 10.24156/jikk.2018.11.3.243
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Abstract

Sometimes consumers can not understand their needs and desaires that can cause hedonic buying behavior.The aim of this research was to analyze the effects of marketing promotion, reference group and self-concept onhedonic buying behavior in generation Z. The study was conducted by online survey. Data analysis useddescriptive analysis, factor analysis, structural equation modeling (SEM) and independent sample t-test. SEManalysis in this study used statistical software of Smart PLS 3 and Analisis of Moment Structures (AMOS) 22,0.Two hundred and twenty two collage students have been selected by stratified proportionate random samplingand divided into science group and social group. The result showed that self-concept had significant effect on thehedonic buying in the science group. The marketing promotion and reference group have significant effects onhedonic buying behavior both in science group and social groups. The research also showed a significantdifference in the variable promotion, reference group, self-concept and hedonic buying behavior between sciencegroup and social group.

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Research works printed but not linked: 30

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Metadata

Authors
Ramadhan, A. F., & Simanjuntak, M.
Affiliations
IPB University (ID)
ORCID
Simanjuntak, Megawati
Venue
Jurnal Ilmu Keluarga dan Konsumen
Publisher
Jurnal Ilmu Keluarga dan Konsumen
Published
2018-11-19
Volume
11
Issue
3
Pages
243-254
ISSN
  • 1907-6037 (ISSN-L)
  • 2502-3594
DOI
10.24156/jikk.2018.11.3.243
OpenAlex
W2900587306
Cited by
32
References
0
Citations by year
2026: 2 · 2025: 1 · 2024: 3 · 2023: 6 · 2022: 11 · 2021: 3 · 2020: 6
FWCI
4.03
Type
journal article
Language
en
Open access
Licence
Locations
  • Jurnal Ilmu Keluarga dan Konsumen (publishedVersion, cc-by-sa)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
Generation Z, marketing promotion, reference groups, self-concept, university students, consumer behavior

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