Aurelia Salsabilla, Desnia (2026) PENGARUH CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH, DAN PERCEIVED QUALITY TERHADAP IMPULSE BUYING PADA PRODUK PUMA SPEEDCAT DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the effect of Celebrity Endorsement, Electronic Word of Mouth (e-WOM), and Perceived Quality on Impulse Buying of Puma Speedcat products in Surabaya. This research uses a quantitative approach. Sampling was conducted using a purposive sampling technique with 140 respondents, using a questionnaire instrument and data analysis using the Partial Least Square (PLS-SEM) method. The results of the study show that Celebrity Endorsement, Electronic Word of Mouth, and Perceived Quality have an effect on Impulse Buying. This is supported by statistical test results indicating significant relationships between variables. These findings demonstrate that impulse buying is not only triggered by promotional efforts, but also by digital interactions and product quality perceptions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Desnia Aurelia Salsabilla | ||||||||
| Date Deposited: | 12 Oct 2026 07:41 | ||||||||
| Last Modified: | 12 Oct 2026 07:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/60542 |
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