Pengaruh perceived behavioral control, hedonic value, dan utilitarian value pada purchase intention melalui emotional pleasure yang dimoderasi oleh flow experience pada brand skincare skintific

Afia, Avi Nurul (2024) Pengaruh perceived behavioral control, hedonic value, dan utilitarian value pada purchase intention melalui emotional pleasure yang dimoderasi oleh flow experience pada brand skincare skintific. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri kecantikan dan kosmetik di Indonesia tumbuh pesat, mencapai US$ 6,03 miliar pada 2019, dengan pertumbuhan sektor kosmetika sebesar 9,61% pada 2021. Skincare menjadi fokus utama, dipengaruhi oleh media sosial seperti TikTok. Pada September 2022, Skintific berada di peringkat ke-5 dalam penjualan serum skincare dengan market share 9,33%, menunjukkan persaingan ketat di industri ini, meskipun belum menjadi market leader. Penelitian ini bertujuan menganalisis peningkatkan minat beli konsumen terhadap produk Skintific melalui faktor perceived behavioral control, hedonic value, utilitarian value, dan emotional pleasure. Penelitian dilakukan dengan pendekatan kuantitatif dan pengambilan data dilakukan melalui platform kuesioner Google Form dan disebarkan ke 324 responden. Analisis data terdiri dari beberapa bagian yaitu statistik deskriptif, analisis reliabilitas, analisis validitas, dan analisis struktural equation model. Analisis Structural Equation Modelling (SEM) dilakukan dengan menggunakan program SmartPLS 4.0. PLS (Partial Least Squares) adalah metode statistika multivariate yang membandingkan beberapa variabel independen dengan variabel dependen. Berdasarkan hasil penelitian diketahui jika perceived behavioral control dan hedonic value tidak berpengaruh signifikan terhadap purchase intention, sedangkan utilitarian value dan emotional pleasure memiliki pengaruh positif terhadap purchase intention. Perceived behavioral control memiliki pengaruh positif terhadap hedonic value dan utilitarian value. Hedonic value memiliki pengaruh positif terhadap emotional pleasure, sedangkan utilitarian value tidak berpengaruh positif terhadap emotional pleasure. Untuk penelitian selanjutnya dapat dilakukan dengan menguji model konseptual yang sama, namun dengan sampel yang lebih besar dan beragam, menggunakan variabel lain yang berkaitan, penelitian terhadap produk atau jasa lain di industri kosmetik, ataupun menggunakan pendekatan kualitatif dalam penelitian. / The beauty and cosmetics industry in Indonesia is growing rapidly, reaching US$6.03 billion in 2019, with the cosmetics sector growing by 9.61% in 2021. Skincare is the main focus, influenced by social media such as TikTok. As of September 2022, Skintific ranked 5th in skincare serum sales with a market share of 9.33%, indicating fierce competition in the industry, although it is not yet a market leader. This study aims to analyze the increase in consumer buying interest in Skintific products through the factors of perceived behavioral control, hedonic value, utilitarian value, and emotional pleasure. The research was conducted with a quantitative approach and data collection was carried out through the Google Form questionnaire platform and distributed to 324 respondents. Data analysis consists of several parts, namely descriptive statistics, reliability analysis, validity analysis, and structural equation model analysis. Structural Equation Modeling (SEM) analysis was carried out using the SmartPLS 4.0 program. PLS (Partial Least Squares) is a multivariate statistical method that compares several independent variables with the dependent variable. Based on the results of the study, it is known that perceived behavioral control and hedonic value have no significant effect on purchase intention, while utilitarian value and emotional pleasure have a positive influence on purchase intention. Perceived behavioral control has a positive influence on hedonic value and utilitarian value. Hedonic value has a positive influence on emotional pleasure, while utilitarian value has no positive effect on emotional pleasure. Future research can be carried out by testing the same conceptual model, but with a larger and more diverse sample, using other related variables, research on other products or services in the cosmetics industry, or using a qualitative approach in research.

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