PENGARUH CELEBRITY ENDORSER 'TASYA FARASYA' DAN BIG FIVE PERSONALITY TERHADAP IMPULSIVE BUYING DI SURABAYA (STUDI KASUS KONSUMEN PRODUK SKINCARE SOMETHINC)

Jahzy, Cantika Aura (2025) PENGARUH CELEBRITY ENDORSER 'TASYA FARASYA' DAN BIG FIVE PERSONALITY TERHADAP IMPULSIVE BUYING DI SURABAYA (STUDI KASUS KONSUMEN PRODUK SKINCARE SOMETHINC). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The increasing use of celebrity endorsers and personalized marketing in the beauty industry has influenced consumer buying behavior, particularly impulsive buying. This study aims to examine the effect of Celebrity Endorser and Big Five Personality on Impulsive Buying among Somethinc skincare consumers in Surabaya. The research addresses whether these variables influence impulsive buying both simultaneously and partially. A quantitative method with an associative approach was applied. Data were collected through questionnaires distributed to 100 respondents using purposive sampling. The analysis involved validity, reliability, classical assumption tests, multiple linear regression, hypothesis testing (t-test and F-test), and the coefficient of determination (R²). The results show that Celebrity Endorser and Big Five Personality simultaneously have a significant effect on impulsive buying. Partially, Celebrity Endorser and Big Five Personality both have significant effects. These findings highlight the importance of combining external marketing stimuli and internal personality traits in influencing impulsive buying behavior.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Kusumasari, Indah Respati NIDN0717048602 indah_respati.adbis@upnjatim.ac.idabus
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Cantika Aura Jahzy
Date Deposited:	07 Jul 2025 04:37
Last Modified:	07 Jul 2025 04:37
URI:	https://repository.upnjatim.ac.id/id/eprint/39257

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