Pengaruh Treasure Hunting Attitude, Hedonic Motivation, Cuteness Level, dan Fear Of Missing Out Terhadap Impulsive Buying Blind Box

Kenny Nyoto Sutiono, Yuli Kartika Dewi

Abstract


Penelitian ini bertujuan mengkaji pengaruh Treasure Hunting Attitude (X1), Hedonic Motivation (X2), Cuteness Level (X3), dan Fear Of Missing Out (X4) terhadap Impulsive Buying (Y) dalam pembelian blind box oleh Gen Z di wilayah Surabaya dan Jakarta. Studi ini menggunakan pendekatan kuantitatif dengan analisis Structural Equation Modeling (SEM) melalui SmartPLS, melibatkan 129 responden. Hasil analisis menunjukkan bahwa Treasure Hunting Attitude, Hedonic Motivation, dan Cuteness Level berpengaruh positif signifikan terhadap Impulsive Buying. Namun, Fear Of Missing Out tidak terbukti memiliki pengaruh signifikan terhadap Impulsive Buying pada sampel penelitian.


Keywords


Treasure Hunting Attitude, Hedonic Motivation, Cuteness Level, Fear of Missing Out, Impulsive Buying

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DOI: https://doi.org/10.17509/ijdb.v5i2.84704

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