Pengaruh Perceived Uncertainty terhadap Impulse Buying dengan Curiosity sebagai Variabel Mediasi dan Perceived Luck sebagai Variabel Moderasi pada Konsumen Blind Box Generasi Z di Indonesia
DOI:
https://doi.org/10.26740/jim.v14n3.p560-571Kata Kunci:
blind box, curiosity, generasi z, impulse buying, perceived luck, perceived uncertaintyAbstrak
Pembelian produk blind box di kalangan Generasi Z menunjukkan kecenderungan perilaku pembelian impulsif yang dipengaruhi oleh ketidakpastian isi produk. Penelitian ini bertujuan untuk menganalisis pengaruh perceived uncertainty terhadap impulse buying, serta menguji peran curiosity sebagai variabel mediasi dan perceived luck sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner daring kepada konsumen blind box Generasi Z berusia 18–28 tahun di Indonesia dan dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa perceived uncertainty berpengaruh positif dan signifikan terhadap impulse buying dan curiosity. Namun, curiosity tidak berpengaruh signifikan terhadap impulse buying sehingga tidak berperan sebagai mediasi, serta perceived luck tidak terbukti memperkuat hubungan antara perceived uncertainty dan impulse buying. Simpulan penelitian menunjukkan bahwa ketidakpastian produk dapat secara langsung mendorong pembelian impulsif tanpa melalui mekanisme rasa ingin tahu maupun persepsi keberuntungan.
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