Pengaruh Celebrity Worehip dan Korean Wave Terhadap Impulse Buying Beh*vior (Survei Pada Konsumen Scarlett Whitening x EXO di Indonesia)

Prifana, Frisca Tiara Olivia and Lusy Deasyana Rahma Devita, S.AB., M.AB (2024) Pengaruh Celebrity Worehip dan Korean Wave Terhadap Impulse Buying Beh*vior (Survei Pada Konsumen Scarlett Whitening x EXO di Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Scarlett Whitening merek lokal di Indonesia yang didirikan sejak akhir 2017, dan merupakan produk milik selebriti terkenal Indonesia yaitu Felicya Angelista. Scarlett Whitening berfokus pada penjualan skincare, seiring berjalanya waktu merek Scarlett Whitening menggunakan strategi fenomena Celebrity Worship dan Korean Wave untuk menimbulkan faktor Impulse Buying Behavior. Penelitian ini bertujuan untuk: 1) Mengetahui dan menguji pengaruh variabel Celebrity Worship (X1) terhadap Impulse Buying Behavior (Y). 2) Mengetahui dan menguji pengaruh variabel Korean Wave (X2) terhadap Impulse Buying Behavior (Y). 3) Mengetahui dan menguji pengaruh Celebrity Worship (X1), dan Korean Wave (X2) terhadap Impulse Buying Behavior (Y). Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel dalam penelitian ini ada tiga, yaitu Celebrity Worship (X1), Korean Wave (X2), dan Impulse Buying Behavior (Y). Pengumpulan data pada penelitian ini diperoleh melalui penyebaran kuesioner secara online di seluruh Indonesa. Konsumen penelitian ini memiliki kriteria berusia 18-50 tahun, berjenis kelamin perempuan dan laki-laki, pernah melakukan pembelian dan pemakaian produk Scarlett Whitening x EXO. Sampel dalam penelitian ini berjumlah 116 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif statistik dan analisis linier berganda. Pengolahan data dalam penelitian ini menggunakan SPSS IBM 26 for Windows. Hasil analisis regresi linear berganda menunjukan bahwa (1) Celebrity Worship (X1) secara parsial berpengaruh signifikan terhadap Impulse Buying Behavior (Y), (2) Korean Wave (X2) secara parsial tidak berpengaruh signifikan terhadap Impulse Buying Behavior (Y), dan (3) Celebrity Worship (X1) dan Korean Wave (X2) secara simultan berpengaruh signifikan terhadap Impulse Buying Behavior (Y)

English Abstract

Scarlett Whitening a local brand in Indonesia that was founded at the end of 2017, and is a product owned by a famous Indonesian celebrity, namely Felicya Angelista. Scarlett Whitening focuses on selling skincare, over time the Scarlett Whitening brand uses the Celebrity Worship and Korean Wave phenomenon strategy to create Impulse Buying Behavior factors. This research aims to: 1) Find out and test the influence of the Celebrity Worship Nanda Puspitasari, N. A. (2023). (X1) on Impulse Buying Behavior (Y). 2) Knowing and testing the influence of the Korean Wave variable (X2) on Impulse Buying Behavior (Y). 3) Knowing and testing the influence of Celebrity Worship (X1) and Korean Wave (X2) on Impulse Buying Behavior (Y). This research uses explanatory research with a quantitative approach. There are three variables in this research, namely Celebrity Worship (X1), Korean Wave (X2), and Impulse Buying Behavior (Y). Data collection in this research was obtained through distributing questionnaires online throughout Indonesia. The criteria for consumers in this research are 18-50 years old, female and male, and have previously purchased and used Scarlett Whitening x EXO products. The sample in this study amounted to 116 respondents. The sampling technique used was purposive sampling. The data analysis used is descriptive statistical analysis and multiple linear analysis. Data processing in this research uses SPSS IBM 26 for Windows. The results of multiple linear regression analysis show that (1) Celebrity Worship (X1) partially has a significant effect on Impulse Buying Behavior (Y), (2) Korean Wave (X2) partially has no significant effect on Impulse Buying Behavior (Y), and (3) Celebrity Worship (X1) and Korean Wave (X2) simultaneously have a significant effect on Impulse Buying Behavior (Y)

Item Type:	Thesis (Sarjana)
Identification Number:	0524030040
Uncontrolled Keywords:	Celebrity Worship, Korean Wave, Impulse Buying Behavior
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	06 Mar 2024 06:53
Last Modified:	06 Mar 2024 06:53
URI:	http://repository.ub.ac.id/id/eprint/216745

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