PENGARUH CELEBRITY ENDORSER DAN SALES PROMOTION TERHADAP PERCEIVED VALUE YANG DIMODERASI OLEH HEDONIC SHOPPING MOTIVATION BERDAMPAK PADA IMPULSIVE BUYING
Keywords:
Celebrity Endorser, Sales Promotion, Hedonic Shopping Motivation, Perceived Value, Impulsive Buying
Abstract
Penelitian ini mengkaji interaksi antara celebrity endorser dan sales promotion yang dimoderasi oleh hedonic shopping motivation terhadap perceived value, yang pada akhirnya memengaruhi impulsive buying pada pengguna aktif TikTok Shop di Jawa Barat. Penelitian ini menggunakan metode survei dengan membagikan kuesioner dan melibatkan 226 responden dalam penelitian. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) yang dilakukan melalui aplikasi IBM SPSS AMOS 24. Hasil penelitian menemukan adanya pengaruh positif antara celebrity endorser terhadap perceived value, sales promotion terhadap perceived value, hedonic shopping motivation memoderasi celebrity endorser terhadap perceived value, hedonic shopping motivation memoderasi sales promotion terhadap perceived value dan perceived value terhadap impulsive buying.
References
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Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between time pressure and consumers’ impulsive buying—Role of perceived value and emotions. Heliyon, 9(12). https://doi.org/10.1016/j.heliyon.2023.e23185
Syahmaini Siregar, A., & Tarigan, Y. (2022). Pengaruh Celebrity Endorsement Terhadap Repurchase Intention pada E-Commerce Melalui Perceived Value.
Tjiptono. (2016). Marketing Scales. Yogyakarta: Penerbit ANDI
Wahyuni, D. F., & Rachmawati, I. (2018). HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA KONSUMEN TOKOPEDIA. In Jurnal Riset Bisnis dan Manajemen (Vol. 11, Issue 2).
Yahmini, E. (2019). KECENDERUNGAN IMPULSE BUYING PADA MAHASISWA DITINJAU. EXERO Journal of Research in Business and Economics, 02(01), 2655–1527. https://doi.org/10.24071/exero.2019.02.01.03
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Yastuti, A. W., & Irawati, Z. (2023). The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee. International Journal of Current Science Research and Review, 06(12). https://doi.org/10.47191/ijcsrr/V6-i12-111
Amelia, & Iswadi. (2023). Strategi Komunikasi Pemasaran Sebagai Media Promosi Dalam Meningkatkan Penjualan Pada PT Tunas Jaya. Technomedia Journal, 8(3), 1–13. https://doi.org/10.33050/tmj.v8i3.2087
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Daud Islahuddin, & Fitrianto Eko.M. (2015). PERAN CELEBRITY ENDORSER DALAM MEMBENTUK PERCEIVED VALUE DAN PURCHASING INTENTION.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
Hardyansah, Wolor Wiradendi Chistian, & Rahmi. (2024). Analisis Impulsive Buying E-Commerce (Studi pada Pengguna Shopee). Journal of Business Application | Mei, 3, 1–18. https://doi.org/10.51135/jba
Kotler, P., & Keller, K.L. (2016). Marketing Management 15th Editio. Harlow: Pearson Education Limited.
Larasati Intan, & Riva’i Arief. (2022). Pengaruh Celebrity Endorser terhadap Keputusan Pembelian pada Geprek Bensu Cabang Pekanbaru
Lusyana, E. (2020). PENGARUH CELEBRITY ENDORSEMENT DAN CITRA MEREK TERHADAP MINAT BELI PRODUK KECANTIKAN WARDAH PADA MAHASISWI HPMM CABANG MAIWA DI MAKASSAR. 2. http://journal.unifa.ac.id/index.php/manor/index
Muhyiddin, H., & Fauziah, A. (2022). THE EFFECT OF CONVENIENCE TO THE CUSTOMER AND CUSTOMER PERCEIVED VALUE AND BENEFIT ON IMPULSE BUYING (Vol. 19, Issue 1).
Mujianah, S., Fikri, A., Yakub, R., & Sanjaya, V. F. (2024). Pengaruh Hedonic Shopping Motivation Dan Shopping Lifestyle Terhadap Impulse Buying. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(2), 481–491. https://doi.org/10.21776/jmppk.2024.03.2.19
Munjal, M. N. (2020). Influence of Celebrity Endorsement on Consumers’ Impulse Buying Decision of Fast Moving Consumer Goods in Delhi/NCR. International Journal of Research and Analytical Reviews. www.ijrar.org
Putu, N., Novyantari, W., Imbayani, G. A., Made, I., Prayoga, S., Universitas, M., & Denpasar, M. (2024). Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle Dan Self Control Terhadap Impulse Buying Pada Pengguna E-Commerce Tokopedia Di Denpasar. 13.
Regina, K., Agusinta, L., & Setyowati, T. M. (2021). THE EFFECT OF SALES PROMOTION ON PURCHASE INTENTION THROUGH CUSTOMER PERCEIVED VALUE ON E-COMMERCE DURING THE COVID-19 PANDEMIC. http://proceedings.itltrisakti.ac.id/index.php/altr
Riani, D., Soesanto, H., & Manajemen, J. (2015). PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP MINAT UNTUK BERPINDAH MEREK (BRAND SWITCHING) DENGAN PERCEIVED VALUE SEBAGAI MEDIASI (Studi pada Konsumen Produk Kosmetik Wardah). DIPONEGORO JOURNAL OF MANAGEMENT, 4, 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
Riyanto, D. A. (2024). Hootsuite (We are Social): Data Digital Indonesia 2024. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
Rook, W. D. (1987). The Buying Impulse. Journal of Consumer Reserarch, 14(2), 189–199.
Rosdiana, & Abdurrahman. (2023). The Influence of Celebrity Endorsers and Discounts on Impulse Buying Moderated by Hedonic Shopping Motivation in Generation Z Online. Formosa Journal of Sustainable Research, 2(8), 2099–2114. https://doi.org/10.55927/fjsr.v2i8.5638
Shimp, Terence. (2014). Komunikasi Pemasaran Terpadu dalam periklanan dan Promosi. Salemba Empat. Jakarta
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101887
Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between time pressure and consumers’ impulsive buying—Role of perceived value and emotions. Heliyon, 9(12). https://doi.org/10.1016/j.heliyon.2023.e23185
Syahmaini Siregar, A., & Tarigan, Y. (2022). Pengaruh Celebrity Endorsement Terhadap Repurchase Intention pada E-Commerce Melalui Perceived Value.
Tjiptono. (2016). Marketing Scales. Yogyakarta: Penerbit ANDI
Wahyuni, D. F., & Rachmawati, I. (2018). HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA KONSUMEN TOKOPEDIA. In Jurnal Riset Bisnis dan Manajemen (Vol. 11, Issue 2).
Yahmini, E. (2019). KECENDERUNGAN IMPULSE BUYING PADA MAHASISWA DITINJAU. EXERO Journal of Research in Business and Economics, 02(01), 2655–1527. https://doi.org/10.24071/exero.2019.02.01.03
Yasin, R. A. (2020). PENGARUH ADVERTISING, SALES PROMOTION, DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA MA BRUSCHETTA. In PERFORMA: Jurnal Manajemen dan Start-Up Bisnis (Vol. 5, Issue 5).
Yastuti, A. W., & Irawati, Z. (2023). The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee. International Journal of Current Science Research and Review, 06(12). https://doi.org/10.47191/ijcsrr/V6-i12-111
Published
2024-11-06
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Articles
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