Pengaruh Perceived Value Brand Activation Berbayar Emina Look Studio Terhadap Niat Pembelian Tiket pada Gen Z dengan Sikap Terhadap Program Sebagai Variabel Mediasi
DOI:
https://doi.org/10.37385/ceej.v7i3.11886Keywords:
Perceived Value, Attitude, Ticket Purchase Intention, Brand Activation Berbayar, Gen ZAbstract
Industri kecantikan Indonesia bergeser dari kompetisi produk ke kompetisi pengalaman, ditandai dengan munculnya brand activation berbayar seperti Emina Look Studio dengan tiket Rp150.000, yang mengharuskan konsumen membayar sebelum mengikuti program. Kondisi ini menempatkan konsumen pada evaluasi antisipatif, yaitu menilai program berdasarkan informasi yang tersedia sebelum benar-benar mengikuti sesi program tersebut. Penelitian ini menguji pengaruh perceived value terhadap attitude dan ticket purchase intention, serta peran mediasi attitude, pada Gen Z, menggunakan kerangka Stimulus-Organism-Response dan teori sikap Eagly dan Chaiken. Penelitian kuantitatif eksplanatori ini memakai desain cross-sectional dengan 155 responden Gen Z usia 18 sampai 29 tahun, dikumpulkan lewat kuesioner daring disertai stimulus terstandarisasi dan manipulation check, lalu dianalisis dengan Partial Least Squares Structural Equation Modeling pada SmartPLS 4. Hasil penelitian menunjukkan bahwa penilaian nilai terhadap program mendorong niat beli tiket terutama lewat pembentukan sikap positif, meski pengaruh langsungnya tetap signifikan. Attitude terbukti menjadi jalur pengaruh terkuat menuju niat beli (β = 0,680, p<0,05), sementara pengaruh langsung perceived value terhadap niat beli jauh lebih lemah (β = 0,136, p<0,05). Sekitar tiga perempat dari keseluruhan pengaruh perceived value terhadap niat beli berjalan melalui attitude sebagai mediator, menegaskan bahwa proses afektif lebih dominan dibandingkan proses kognitif langsung dalam membentuk niat pembelian tiket pada konteks antisipatif ini. Temuan ini mengindikasikan bahwa strategi komunikasi program serupa perlu menonjolkan pembentukan sikap positif terhadap program, tidak hanya penyampaian informasi kognitif semata.
References
APJII. (2025). Survei penetrasi internet Indonesia 2025. Asosiasi Penyelenggara Jasa Internet Indonesia.
Badan Pusat Statistik. (2021). Statistik Demografi Indonesia (Hasil Sensus Penduduk 2020). https://www.bps.go.id/id/publication/2025/01/31/29a40174e02f20a7a31b5bc3/demographic-statistics-indonesia--results-of-population-census-2020-.html
Brandão, M. M., Sincorá, L. A., & Sarcinelli, A. F. (2021). A percepção de valor do ambiente eletrônico de agências de turismo e seu impacto na decisão de compra: O papel mediador da atitude. Revista Brasileira de Pesquisa Em Turismo, 15(2), 1977. https://doi.org/10.7784/rbtur.v15i2.1977
Cohen, J. (1992a). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155
Creswell, J. W., & Creswell, J. D. (2024). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307. https://doi.org/10.2307/3172866
DSG Consumer Partners. (2024). In my glow up era: A look into Indonesia’s and Philippines’ Gen Z beauty consumers. DSG Consumer Partners. https://www.dsgcp.com/insights/in-my-glow-up-era-id-ph-gen-z-beauty?utm_source=www.dsmusings.dsgcp.com&utm_medium=referral&utm_campaign=deepak-s-musings-144-a-look-into-indonesia-s-philippines-gen-z-beauty-consumers
Eagly, A. H., & Chaiken, S. (2007). The advantages of an inclusive definition of attitude. Social Cognition, 25(5), 582–602. https://doi.org/10.1521/soco.2007.25.5.582
Fink, A. (2017). How to conduct surveys: A step-by-step guide (6th ed.). SAGE Publications.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Highend Magazine. (2023, March 24). Auteentic Beauty, Emina Hadirkan Tagline Baru Untuk Temani Remaja Dalam Mencari Potensi Terbaiknya. Highend Magazine. https://origin-he-op.okezone.com/read/auteentic-beauty-emina-hadirkan-tagline-baru-untuk-temani-remaja-dalam-mencari-potensi-terbaiknya-J2xo18
Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Antecedents and consequences of consumers’ attitudes toward live streaming shopping: An application of the stimulus–organism–response paradigm. Cogent Business & Management, 9(1), 2145673. https://doi.org/10.1080/23311975.2022.2145673
Kahf. (2025). Kahf/DECODE program announcement. Instagram. https://www.instagram.com/kahfeveryday/p/DRJ26OlkwZk/
Kementerian Perindustrian Republik Indonesia. (2025). Kemenperin Gadang Potensi Industri Kosmetik Semakin Gemilang [Online post]. https://ikm.kemenperin.go.id/kemenperin-gadang-potensi-industri-kosmetik-semakin-gemilang
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Letsoin, B., & Riorini, S. V. (2023). The mediating role of attitude toward product towards halal cosmetic purchase intention in female consumers in Indonesia. Journal of Social Research, 2(5), 1616–1633. https://doi.org/10.55324/josr.v2i5.854
Lissitsa, S. (2025). Generations X, Y, Z: The effects of personal and positional inequalities on critical thinking digital skills. Online Information Review, 49(1), 35–54. https://doi.org/10.1108/OIR-09-2023-0453
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley.
Statista. (2025). Revenue in the beauty & personal care market Indonesia. Statista. https://www.statista.com/forecasts/1220238/indonesia-revenue-beauty-and-personal-care-market/
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tempo.co. (2023, March 22). Emina Ajak Remaja Indonesia Menemukan Jati Diri dan Potensi Terbaiknya. Tempo.Co. https://www.tempo.co/gaya-hidup/emina-ajak-remaja-indonesia-menemukan-jati-diri-dan-potensi-terbaiknya-206172
Wang, Z.-X., Chee, W. M., Jantan, A. H. B., Xia, Y.-H., Xue, H., Ye, M.-J., Zhang, Q., Wong, P. P. W., Gong, Y., & Wang, L. (2024). Impact of perceived value in virtual brand communities on purchase intention of domestic electric vehicles. Acta Psychologica, 248, 104371. https://doi.org/10.1016/j.actpsy.2024.104371
Wardah. (2025). Wardah Lipbrary program announcement. Instagram. https://www.instagram.com/wardahbeauty/p/DM9tJN2pUAo/
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Template
