The Influence of Viral Marketing, Brand Image, Perceived Value, and Pricing Strategy on Impulsive Buying of the Glad2Glow Brand on Gen Z in East Java
DOI:
https://doi.org/10.26740/jim.v14n2.p362-271Kata Kunci:
brand image, impulsive buying, perceived value, pricing strategy, viral marketingAbstrak
Industri kecantikan di Indonesia saat ini sedang mengalami perkembangan yang tinggi, khususnya pada produk Skincare. Hal ini membuat banyak produk skincare lokal lahir dengan membawa keunikan dan strategynya masing masing, termasuk Glad2Glow. Penelitian ini bertujuan untuk menganalisis pengaruh Viral Marketing, Brand Image, Perceived Value, Pricing Strategy terhadap Impulsive Buying pada produk skincare lokal Glad2Glow, khususnya di kalangan Generasi Z di Jawa Timur. Glad2Glow merupakan salah satu brand skincare lokal yang berhasil menarik perhatian Gen Z melalui strategi promotin digital berbasis Viral Marketing dengan harga yang kompetitif. Penelitian ini menggunakan metode kuantitatif kepada 200 responden Gen Z di Jawa Timur yang pernah membeli produk Glad2Glow secara online di Shopee, Tiktok dan Lazada Teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa Viral Marketing (X1) dan Brand Image (X2) tidak berpengaruh signifikan terhadap Impulsive Buying. Sedangkan Perceived Value (X3) dan Pricing Strategy (X4) berpengaruh signifikan terhadap Impulsive Buying. Temuan ini menegaskan pentingnya strategi promosi yang tepat dan nilai persepsi konsumen dalam membentuk keputusan pembelian spontan, khususnya di kalangan Gen Z yang sangat aktif di media sosial dan terpapar tren kecantikan digital. Penelitian ini diharapkan dapat memberikan kontribusi teoretis dalam bidang pemasaran serta menjadi rujukan praktis bagi pelaku bisnis skincare lokal.
Kata Kunci: Brand Image, Impulsive Buying, Perceived Value, Pricing Strategy, Viral Marketing,
Referensi
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