Pengaruh Personal Branding Terhadap Implusive Buying Aktivitas Belanja Daring Pada Masyarakat Ekonomi Menengah Ke Bawah (Survei pada Warga RT.05/RW.14 Kelurahan Mekarsari, Kecamatan Cimanggis, Kota Depok - Jawa Barat)

Nugraha, Fikri Galatia Natajun (2021) Pengaruh Personal Branding Terhadap Implusive Buying Aktivitas Belanja Daring Pada Masyarakat Ekonomi Menengah Ke Bawah (Survei pada Warga RT.05/RW.14 Kelurahan Mekarsari, Kecamatan Cimanggis, Kota Depok - Jawa Barat). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Personal branding merupakan komunikasi seseorang kepada orang lain tentang keunikan, ciri khas serta sifat yang diharapkan akan membuat orang lain dapat memiliki pandangan sesuai denga napa yang dikomunikasikan melalui personal branding. Tidak jarang personal branding membutuhkan peralatan seperti pakaian, barang branded dan aksesoris untuk mendukung upaya membentuk personal branding. Penelitian ini menunjukkan adanya pengaruh personal branding terhadap impulsive buying dalam aktivitas belanja Daring pada masyarakat ekonomi menangah ke bawah khususnya pada 68 orang dari RT 05/RW 14 Kelurahan Mekarsari, Kecamatan Cimanggis, Depok, Jawa Barat. Pengaruh tersebut ditemukan sebesar 81% dan merupakan pengaruh yang sangat kuat. Teori Hierarki Kebutuhan yang dikemukakan Abraham Maslow terlihat dalam hasil penelitian ini, yaitu aktualisasi diri menjadi kebutuhan paling banyak yang mempengaruhi adanya impulsive buying yang dilakukan responden dalam aktivitas belanja daring. Aktualisasi diri merupakan sebuah kebutuhan yang umumnya ada ketika kebutuhan-kebutuhan lain sudah terpenuhi. Hal ini menunjukkan bahwa pada warga ekonomi menengah ke bawah pada RT 05/RW 14 Kelurahan Mekarsari, Kecamatan Cimanggis, Kota Depok-Jawa Barat, aktualisasi diri menjadi prioritas, terlepas apakah kebutuhan-kebutuhan lain seperti kebutuhan fisiologis sudah terpenuhi atau belum. Terlihat bahwa impulsive buying telah membuat responden merasa terkadang menyesali telah membeli barang yang sebenarnya tidak diperlukan oleh responden (Pada pernyataan kuesioner Kode IB.8). Kata kunci : Personal Branding, Impulsive buying, Belanja Daring./ Personal branding is one's communication to others about uniqueness, characteristics and traits that are expected to allow others to have a view in accordance with napa communicated through personal branding. Not infrequently personal branding requires equipment such as clothing, branded goods and accessories to support efforts to form personal branding. This research shows the influence of personal branding on impulsive buying in Online shopping activities in the economic community, especially in 68 people from RT 05/RW 14 Mekarsari Subdistrict, Cimanggis Subdistrict, Depok, West Java. The influence was found to be 81% and is a very strong influence. The Theory of Hierarchy of Needs presented by Abraham Maslow is seen in the results of this study, namely self-actualization becomes the most need that influences impulsive buying conducted by respondents in online shopping activities. Self-actualization is a need that generally exists when other needs have been met. This shows that in the middle and lower economic residents in RT 05/RW 14 Mekarsari Subdistrict, Cimanggis Subdistrict, Depok-West Java City, self-actualization becomes a priority, regardless of whether other needs such as physiological needs have been met or not. It appears that impulsive buying has made respondents feel sometimes regretted having purchased items that are not actually required by the respondent (In the IB Code questionnaire statement.8). Keywords: PersonalBranding, Impulsive buying, Online Shopping

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