Fu'adah, Farhah (2024) Pengaruh Celebrity Endorser Dan Shopping Lifestyle Terhadap Impulse Buying Collagen Drink Byoote di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Beauty standards in Indonesia can be influenced by several factors, including culture, history, and media. Care and beauty are not enough just to come from the outside aspects of the body. The number of businesses in the beauty industry with various types of products can make a very competitive competition. In this study, the author analyzed the influence of celebrity endorsers and shopping lifestyle on impulse buying collagen drink Byoote in Surabaya. Looking at Byoote products, which are one of the well-known brands and are included in the Top Brand Index of the best-selling collagen drink category, but have experienced a fairly drastic decline in sales of their products in 2022-2023. This study used quantitative methods by distributing questionnaires online. Accidental sampling is a sampling method used in this study, where the number of respondents is obtained using the formula Shabrina et al., (2022) with a total of 84 respondents. Data is processed using PLS. The findings of this study found that celebrity endorsers and shopping lifestyle were able to influence or contribute to impulse buying of Byoote collagen drink consumers in Surabaya. This shows that celebrity endorsers are utilized optimally, it can increase consumer impulse buying and the higher the consumer's shopping lifestyle, the higher the level of consumer impulse buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | FARHAH FU'ADAH FARAH | ||||||||
| Date Deposited: | 22 May 2024 05:31 | ||||||||
| Last Modified: | 22 May 2024 05:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22942 |
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