Peran Influencer Credibility terhadap Post-Purchase Guilt yang Dimediasi Impulsive Buying Gen Z pada Produk Fashion di E-Commerce

Fitri Indriyani, Rahmat Hidayat, S.Psi., M.Sc., P.hD

2026 | Skripsi | PSIKOLOGI

Perkembangan e-commerce dan pemasaran dengan influencer mendorong peningkatan perilaku pembelian impulsif, khususnya pada konsumen Gen Z, yang berpotensi menimbulkan perasaan bersalah pasca pembelian. Penelitian ini bertujuan untuk menguji peran influencer credibility terhadap post-purchase guilt dengan impulsive buying sebagai variabel mediasi dalam konteks pembelian produk fashion di e-commerce oleh konsumen Gen Z. Penelitian ini melibatkan Gen Z berusia 18-25 tahun yang melakukan pembelian produk fashion di e-commerce dalam 6 bulan terakhir berdasarkan rekomendasi influencer.  Metode penelitian yang digunakan adalah kuantitatif dengan desain survei dan dianalisis menggunakan teknik analisis mediasi. Hasil penelitian menunjukkan bahwa kredibilitas influencer berperan terhadap impulsive buying, dan impulsive buying berperan menimbulkan post-purchase guilt. Namun demikian, kredibilitas influencer tidak berpengaruh secara langsung terhadap munculnya post-purchase guilt. Temuan mengindikasikan bahwa impulsive buying sepenuhnya memediasi hubungan antara influencer credibility dan post-purchase guilt. Secara praktis, penelitian ini memberikan implikasi bagi konsumen, influencer, serta pemasar dan pelaku usaha untuk lebih memperhatikan bagaimana mengendalikan pembelian impulsif guna mencegah perasaan bersalah pasca pembelian. 

The rapid growth of e-commerce and influencer marketing has led to an increase in impulsive buying behavior, especially among Gen Z consumers, which may lead to post-purchase guilt. This study aims to examine the role of influencer credibility on post-purchase guilt with impulsive buying as a mediating variable among Gen Z consumers in the context of fashion products in e-commerce. The participants of this study were Gen Z aged 18-25 years who purchased fashion product on e-commerce in the last 6 months based on influencer recommendations. A quantitative approach with a survey design was employed, and mediation analysis was used to test the proposed relationships. The results indicate that influencer credibility plays a role in impulsive buying, and impulsive buying contributes to the emergence of post-purchase guilt. However, influencer credibility does not have a direct effect on post-purchase guilt. These findings suggest that impulsive buying fully mediates the relationship between influencer credibility and post-purchase guilt. Practically, this study provides implications for consumers, influencers, marketers, and business practitioners to give more attention to managing impulsive buying behavior in order to minimize feelings of post-purchase guilt.

Kata Kunci : influencer credibility, impulsive buying, post-purchase guilt, gen z, fashion, e-commerce