Electronic Theses and Dissertation

Perkembangan media sosial dan budaya populer global telah meningkatkan perhatian Generasi Z terhadap penampilan fisik dan penggunaan produk skincare. Paparan standar kecantikan yang ditampilkan oleh figur publik, khususnya artis K-Pop, dapat memengaruhi seseorang dalam menilai citra tubuhnya. Ketika individu menilai bahwa penampilannya belum sesuai dengan standar kecantikan yang diharapkan, mereka cenderung tertarik pada produk skincare yang dianggap dapat membantu meningkatkan penampilannya, sehingga meningkatkan kecenderungan melakukan pembelian impulsif produk skincare. Penelitian ini bertujuan untuk mengetahui hubungan antara citra tubuh dengan pembelian impulsif produk skincare pada Generasi Z di Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Sebanyak 366 Generasi Z di Aceh dipilih sebagai responden menggunakan teknik purposive sampling. Data dikumpulkan menggunakan Impulsive Buying Tendency Scale (IBTS) dan Multidimensional Body-Self Relations Questionnaire–Appearance Scale (MBSRQ-AS), kemudian dianalisis menggunakan uji korelasi Pearson. Hasil penelitian menunjukkan bahwa dimensi orientasi terhadap penampilan dan kecemasan terhadap kegemukan memiliki hubungan positif yang signifikan dengan pembelian impulsif produk skincare. Sementara itu, dimensi evaluasi penampilan, pengkategorian ukuran tubuh, dan kepuasan terhadap bagian tubuh tidak menunjukkan hubungan yang signifikan dengan pembelian impulsif produk skincare.

The development of social media and global popular culture has increased Generation Z's attention to physical appearance and the use of skincare products. Exposure to beauty standards portrayed by public figures, particularly K-pop artists, may influence how individuals perceive their body image. When individuals perceive that their appearance does not meet the expected beauty standards, they may become more interested in skincare products that are believed to enhance their appearance, thereby increasing the tendency to engage in impulsive skincare purchases. This study aimed to examine the relationship between body image and impulsive skincare purchasing among Generation Z in Aceh. This study employed a quantitative approach with a correlational design. A total of 366 Generation Z individuals in Aceh were selected as respondents using purposive sampling. Data were collected using the Impulsive Buying Tendency Scale (IBTS) and the Multidimensional Body-Self Relations Questionnaire–Appearance Scale (MBSRQ-AS), and were analyzed using Pearson correlation analysis. The results showed that appearance orientation and overweight preoccupation were positively and significantly related to impulsive skincare purchasing. Meanwhile, appearance evaluation, self-classified weight, and body areas satisfaction were not significantly related to impulsive skincare purchasing.