Analisis Faktor-Faktor yang Memengaruhi Keputusan Pembelian Boneka Mainan: Studi Konsumen Boneka Mainan di Indonesia

Authors

  • Magitha Tania Soeseno Universitas Negeri Jakarta
  • Mohamad Rizan Universitas Negeri Jakarta
  • Dewi Agustin Pratama Sari Universitas Negeri Jakarta

DOI:

https://doi.org/10.30651/jms.v10i3.26775

Abstract

Maksud dari penulisan penelitian ini adalah untuk menguji pengaruh positif dan signifikan influencer marketing, FOMO (Fear of Missing Out), hedonic motivation, dan brand image terhadap purchase decision. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti WhatsApp, X, dan Facebook. Objek dalam penelitian ini adalah konsumen boneka Labubu yang berdomisili di Indonesia dan berusia minimal 17 tahun. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM) untuk menganalisis data dari 250 responden. Adapun hasil yang diperoleh dalam penelitian ini menunjukkan bahwa influencer marketing, FOMO (Fear of Missing Out), hedonic motivation, dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian boneka Labubu. Diharapkan hasil penelitian ini dapat menjadi referensi bagi penelitian selanjutnya, khususnya yang berkaitan dengan perilaku konsumen produk boneka mainan.

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Published

2025-06-16

How to Cite

Soeseno, M. T., Rizan, M., & Sari, D. A. P. (2025). Analisis Faktor-Faktor yang Memengaruhi Keputusan Pembelian Boneka Mainan: Studi Konsumen Boneka Mainan di Indonesia. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(3). https://doi.org/10.30651/jms.v10i3.26775

Issue

Vol. 10 No. 3 (2025)

Section

Artikel

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