Pratama, Yondik Army (2026) Pengaruh Sosial Media, Cross Cultural Dan E-Wom Terhadap Implusif Buying Gen Z Pada Fast Fashion Dengan Tingkat Hedonisme Sebagai Mediasi. Skripsi thesis, STIE YKPN YOGYAKARTA.
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Abstract
This Study Aims To Analyze The Influence Of Social Media Marketing, Cross-Cultural Marketing, And E-WOM On Gen Z’s Impulsive Buying Behavior In The Fast Fashion Sector, With Hedonism Serving As A Mediating Variable. The Background Of This Research Is Based On The Changing Consumption Patterns Of Gen Z In The Digital Era, Which Are Strongly Shaped By Social Media Exposure, Global Cultural Trends, And Online Consumer Reviews That Encourage Spontaneous And Emotional Purchasing Decisions. This Study Employed A Quantitative Explanatory Approach Using A Survey Method. Data Were Collected From 113 Gen Z Respondents In Indonesia Who Are Active Social Media Users And Have Purchased Fast Fashion Products, Then Analyzed Using Smartpls Through Outer Model And Inner Model Assessments. The Findings Show That Social Media Marketing, Cross-Cultural Marketing, And E-WOM Have A Positive Effect On Impulsive Buying. In Addition, Hedonism Is Proven To Play A Mediating Role That Strengthens The Influence Of These Three Variables On Impulsive Buying. These Findings Indicate That Digital And Cultural Marketing Stimuli Affect Purchase Decisions Not Only Directly, But Also Through Consumers’ Feelings Of Pleasure And Emotional Satisfaction. This Study Is Expected To Enrich The Literature On Digital Consumer Behavior And Provide Strategic Insights For Fast Fashion Businesses In Designing More Effective Marketing Strategies For Gen Z.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Tugas Akhir ini bisa dilihat di perpustakaan dengan Call Number PRA P 745/2026 |
| Uncontrolled Keywords: | social media marketing, cross-cultural marketing, e-WOM, hedonism, impulsive buying, Gen Z, fast fashion |
| Subjects: | MANAJEMEN > Perilaku Konsumen |
| Divisions: | Program Pasca Sarjana > Jurnal Tesis Magister Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 23 Sep 2026 03:18 |
| Last Modified: | 23 Sep 2026 03:18 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/3670 |
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