Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

FAKTOR-FAKTOR YANG MEMENGARUHI MINAT PEMBELIAN KONSUMEN GEN Z TERHADAP PRODUK FASHION YANG BERKOLABORASI DENGAN SELEBRITI K-POP

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  • Najma Zahira Rahmita,
  • Ryna Parlyna,
  • Nofriska Krissanya
Najma Zahira Rahmita
Universitas Negeri Jakarta
Ryna Parlyna
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/65m3gw85

Published 2026-07-14

Keywords

  • Brand ambassador,
  • Brand coolness,
  • Product uniqueness,
  • and Purchase intention,
  • dan Purchase intention

How to Cite

FAKTOR-FAKTOR YANG MEMENGARUHI MINAT PEMBELIAN KONSUMEN GEN Z TERHADAP PRODUK FASHION YANG BERKOLABORASI DENGAN SELEBRITI K-POP. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/65m3gw85

Abstract

This study aims to analyze the influence of brand ambassador, brand coolness, and product uniqueness on purchase intention in the Gentle Monster x Jennie collaboration. The population of this study consisted of Generation Z individuals residing in Jakarta who were interested in purchasing the collaboration products. The sampling technique used was purposive sampling, with a total of 153 respondents. Data were collected through the distribution of questionnaires using a five-point Likert scale. The data were analyzed using SPSS. The results of the study indicate that Brand ambassador, Brand coolness, and Product uniqueness each have a positive and significant effect on Purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, brand coolness, dan product uniqueness terhadap purchase intention pada kolaborasi Gentle Monster x Jennie. Populasi dalam penelitian ini adalah Generasi Z yang berdomisili di Jakarta dan memiliki minat untuk membeli produk kolaborasi tersebut. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 153 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert lima poin. Data dianalisis menggunakan SPSS. Hasil penelitian menunjukkan bahwa Brand ambassador, Brand coolness, dan Product uniqueness masing-masing berpengaruh positif dan signifikan terhadap Purchase intention.
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