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All Journal International Journal Administration, Business & Organization
Nabilah Nursholehah
Politeknik Negeri Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Penggunaan Celebrity Endorser Terhadap Implusive Buying Behavior Konsumen (Survey pada Scarlett Body Whitening di Kota Bandung, Indonesia) Latifah Azzahra; Nabilah Nursholehah
International Journal Administration Business and Organization Vol 3 No 2 (2022): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.22.215

Abstract

Scarlett Body Whitening is a brand from Indonesia released by Felicya Angelista which is famous for its brightening product variants. One of the promotions carried out by Scarlett Body Whitening is using a celebrity endorser. Celebrity endorser is an advertisement with the support of a celebrity which is believed to make it easier for consumers to remember the product and can accelerate the emergence of brand awareness of the product so as to create high consumer buying interest in beauty products. Seeing the importance of promotion and increasing sales, this research is to find out "The Influence of the Use of Celebrity Endorsers on Consumers' Implusive Buying Behavior (Survey on Scarlett Body Whitening in Bandung City)". The method used in this research is descriptive method, collecting data through questionnaires. Test data through validity and reliability tests, statistical analysis through classical assumption tests, simple regression analysis and hypothesis testing. Based on the results of a partial hypothesis test (t test) shows that the use of celebrity endorsers has a significant effect on the Implusive Buying Behavior of Scarlett Body Whitening Consumers in Bandung, namely because tcount (9.378) > ttable (2.262). Based on the coefficient of determination test, it can be concluded that the use of celebrity endorsers has a significant influence on the Impulsive Buying Behavior of Scarlett Body Whitening Consumers with a percentage of 40.8%, while 59.2% is influenced by other factors not observed by this study. Keywords: Celebrity Endorser, Impulse Buying Behavior, Scarlett Body Whitening
Co-Authors Latifah Azzahra