PENGARUH KEPERCAYAN DAN PERCEIVED VALUE TERHADAP MINAT PEMBELIAN PRODUK PINKFLASH PADA GENERASI Z DI KOTA JAMBI

Melda Melda; Novita Ekasari; Muhammad Haris Saputra

doi:10.61896/jeki.v4i2.209

Authors

Melda Melda Universtas Jambi
Novita Ekasari Universitas Jambi
Muhammad Haris Saputra Universitas Jambi

DOI:

https://doi.org/10.61896/jeki.v4i2.209

Keywords:

Kepercayaan, Perceived_Value, Minat_Pembelian, Generasi_Z

Abstract

ABSTRAK

Minat pembelian konsumen pada produk kosmetik tidak hanya dipengaruhi oleh pertimbangan nilai yang dirasakan, tetapi juga oleh tingkat kepercayaan terhadap produk, terutama dalam konteks meningkatnya perhatian konsumen terhadap kualitas dan keamanan. Meskipun kedua faktor tersebut telah banyak dikaji, pengujian pada objek spesifik dengan karakteristik konsumen tertentu masih relevan untuk dilakukan. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh kepercayaan dan perceived value terhadap minat pembelian produk PinkFlash pada Generasi Z di Kota Jambi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa kepercayaan dan perceived value secara parsial berpengaruh positif dan signifikan terhadap minat pembelian. Selain itu, kedua variabel tersebut juga terbukti berpengaruh secara simultan terhadap minat pembelian. Temuan ini menunjukkan bahwa kepercayaan dan perceived value merupakan faktor yang relevan dalam menjelaskan minat pembelian konsumen pada objek penelitian yang diteliti.

ABSTRACT

Purchase intention in cosmetic products is influenced by consumers’ evaluative considerations, particularly trust and perceived value. In the context of increasing consumer attention to product quality and safety, these factors become important in shaping purchasing decisions. Although both variables have been widely examined, empirical testing within a specific product context and consumer segment remains relevant. This study aims to examine the effect of trust and perceived value on the purchase intention of PinkFlash cosmetic products among Generation Z consumers in Jambi City. A quantitative approach was employed using a survey method, with data collected from 100 respondents through purposive sampling. The data were analyzed using multiple linear regression. The results indicate that trust and perceived value each have a positive and significant effect on purchase intention. Furthermore, both variables simultaneously have a significant effect on purchase intention. These findings suggest that trust and perceived value are relevant factors in explaining consumer purchase intention within the context of the studied object

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