Efek Celebrity Endorser dan Shopping Lifestyle terhadap Impulse Buying Collagen Drink Byoote di Surabaya
DOI:
https://doi.org/10.32493/Inovasi.v11i1.p69-78.39724Keywords:
Celebrity Endorser; Impulse Buying; Shopping LifestyleAbstract
Standar kecantikan di Indonesia dapat dipengaruhi oleh beberapa faktor, termasuk budaya, sejarah, dan media. Perawatan dan kecantikan tak cukup hanya berasal dari aspek luar tubuh. Banyaknya bisnis di industri kecantikan dengan berbagai jenis produk yang beraneka ragam dapat menjadikan persaingan yang sangat kompetitif. Tujuan penulis dalam penelitian ini menganalisis pengaruh celebrity endorser dan shopping lifestyle terhadap impulse buying collagen drink Byoote di Surabaya. Byoote merupakan salah satu dari 5 Top Brand Index yang masuk dalam kategori collagen drink terlaris, namun mengalami penurunan penjualan produknya. Metode penelitian ini adalah kuantitatif dengan melakukan penyebaran kuesioner. Accidental sampling adalah metode pengambilan sampel yang digunakan dalam penelitian ini, dengan jumlah 84 responden. Data diolah dengan menggunakan PLS. Hasil temuan penelitian ini menemukan bahwa celebrity endorser dan shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying produk.
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