Pengaruh Self-Concept, Social Influence, Gaya Hidup, dan Persepsi Harga terhadap Minat Beli Skincare Generasi Z di Toko Duta Kosmetik Bireuen
DOI:
https://doi.org/10.61132/jukerdi.v3i5.1767Keywords:
Generation Z, Lifestyle, Price Perception, Purchase Intention, Self-ConceptAbstract
This study aims to analyze the influence ofself-concept, social influence, lifestyle, and price perception on Generation Z customers' purchase intention for skincare products at Duta Kosmetik Store in Bireuen Regency. This associative quantitative study involved 95 respondents selected through purposive sampling criteria: Generation Z born between 1997–2012, residing in Bireuen Regency, and having purchased skincare products at Duta Kosmetik Store at least once. Primary data were collected using a structured Likert scale (1 –5) questionnaire and analyzed using multiple linear regression via SPSS version 26. Partial t-test results demonstrate that self-concept positively and significantly influences purchase intention (tcount = 2.403 > ttable = 1 .661 ; sig = 0.018). Social influence also has a positive and significant effect (tcount = 3.076 > ttable = 1 .661 ; sig = 0.003). Lifestyle exerts a positive and significant impact (tcount = 2.360 > ttable = 1 .661 ; sig = 0.020), and price perception demonstrates the most dominant positive and significant impact (tcount = 3.685 > ttable = 1 .661 ; sig = 0.000). Simultaneously, all four independent variables significantly affect purchase intention with Fcount = 10.140 > Ftable = 2.47 (sig = 0.000). The correlation coefficient (R = 0.557) indicates a moderately strong relationship, and the Adjusted R2 = 0.280 reveals that 28.0% ofpurchase intention variance is explained by these four predictors.
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