Pengaruh Celebrity Endorser dan Viral Marketing terhadap Keputusan Pembelian Impulsif di Platform E-Commerce Shopee pada Generasi Z di Jabodetabek
Keywords:
Celebrity Endorser; Viral Marketing; Impulsive Buying Decisions
Abstract
Abstract
This research aims to determine the influence of Celebrity Endorser and Viral Marketing on Impulsive Buying Decisions on the Shopee E-Commerce Platform on Generation Z in Jabodetabek. This research uses descriptive research with a quantitative approach. The population in this study was Generation Z, then a sample of 100 respondents was obtained. The method used is purposive sampling, by choosing a simple random sampling technique. Primary data was collected through distributing questionnaires. Secondary data was obtained from books, scientific journals and other sources. Data analysis was carried out through several stages, namely Outer Model and Inner Model using SmartPLS 4.0 software. The results of this research show that celebrity endorsers and viral marketing have a positive and significant effect on impulsive purchasing decisions.
References
Daftar Pustaka
Afif, M., & Purwanto, P. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis, 2(2), 34. https://doi.org/10.47201/jamin.v2i2.51
Ahdiat, A. (2023). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023. Databoks. https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023
Ali, M. M., Hariyati, T., Pratiwi, M. Y., & Afifah, S. (2022). Metodologi Penelitian Kuantitatif Dan Penerapan Nya Dalam Penelitian. 2(2). https://ojs.stai-ibnurusyd.ac.id/index.php/jpib/article/view/86/27
Apriya, M. (2023). Pengaruh Discount, Viral Marketing Dan Brand Ambassador Terhadap Impulse Buying Dalam Perspektif Bisnis Islam (Studi Pada Konsumen Pt Rasa Aryaguna Sejahtera Abadi). 4(1), 62–72. http://journal2.uad.ac.id/index.php/mimesis/article/view/7163/3381
Arum, L. S., Amira, Z., & Duha, N. A. (2023). Karakteristik Generasi Z dan Kesiapannya dalam Menghadapi Bonus Demografi 2030. Accounting Student Research Journal, 2(1), 59–72. https://doi.org/10.62108/asrj.v2i1.5812
Bisma, R. P., & Hadi, E. D. (2023). Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust. Reslaj : Religion Education Social Laa Roiba Journal, 6(3), 1512–1526. https://doi.org/10.47467/reslaj.v6i3.5574
Danuri, M. (2019). Development and transformation of digital technology. Infokam, XV(II), 116–123. https://amikjtc.com/jurnal/index.php/jurnal/article/view/178/155
Hanim, L. (2010). Keabsahan Perjanjian Dalam Perdagangan Secara Elektronik (E-Commerce) Di Era Globalisasi. 29(05). https://dinamikahukum.fh.unsoed.ac.id/index.php/JDH/article/view/262/254
Isnawati, S. I., & Waluyo, U. N. (2022). Viral Marketing Sebagai Strategi Pemasaran Melalui Media Sosial. 2(1). https://jurnal.unw.ac.id/index.php/jibaku/article/view/1415
Kurniasih, L., & Maulana, A. (2021). Pengaruh Celebrity Endorser dan Brand Image terhadap Impulse Buying pada Tokopedia Masa Pandemi Covid-19 (Studi Kasus Pengguna Tokopedia Di Karawang). JISIP (Jurnal Ilmu Sosial dan Pendidikan), 5(4), 1401–1411. https://doi.org/10.58258/jisip.v5i4.2568
Lestari, T. W., Sucipto, A., & Nugrahani, D. S. (2024). Social Media Marketing & Fenomena Impulsive Buying Gen-Z Terhadap Produk Kosmetik. UMMagelang Conference Series, 92–100. https://doi.org/10.31603/conference.11873
Mutia, A. (2024). Pengaruh Perceived Ease Of Use , Serendipity Information , dan Motivasi Belanja Hedonisme terhadap Impulsive Buying Pengguna Twitter. https://repository.uinjkt.ac.id/dspace/handle/123456789/78658
Pakpahan, E. S. B. (2017). Pengaruh Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian dan Kepuasan Konsuman YOU-C 1000 Vitamin di Kota Pekanbaru. Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau, 4(1), 721–734.
Rika, A. W., Basalamah, M. B., & Rahmawati, R. (2021). Pengaruh Lingkungan Teman Sebaya, Viral Marketing, dan Customer Online Review Terhadap Keputusan Pembelian Impulsif Secara Online di Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Angkatan 2018 Universitas Islam Malang). E-JRM Jurnal Ilmiah Riset Manajemen, 10(13), 120–133. https://jim.unisma.ac.id/index.php/jrm/article/view/14616
Santika, E. F. (2024). ECDB: Proyeksi Pertumbuhan e-Commerce Indonesia Tertinggi Sedunia pada 2024. Databoks. https://databoks.katadata.co.id/datapublish/2024/04/29/ecdb-proyeksi-pertumbuhan-e-commerce-indonesia-tertinggi-sedunia-pada-2024
Shofaranti, I., Putri, H. A. H., & Maulana, Y. (2024). The Effect of Fear of Missing Out, Celebrity Endorsements and Advertisements on Impulsive Buying, Case Study: Brand Skintific on The Tiktok Application. International Journal of Social Service and Research, 4(05), 1205–1215. https://doi.org/10.46799/ijssr.v4i05.777
Suharto, Mahmud, A., & Durotun, N. (2023). Pengaruh Viral Marketing Dan Hedonic Shopping Terhadap Impulsive Buying Pada Pengguna Shopee Di Kota Metro. Jurnal Manajemen, 17(1), 165–176. https://fe.ummetro.ac.id/ejournal/index.php/JM/article/view/1410
Uyan, O., & Hamidi, F. A. (2020). The Affect of Viral Marketing Factors on Impulse Purchasing Behavior within the Scope of International Electronic Commerce Applications. Turkish Studies - Economics, Finance, Politics, 15(3), 1655–1673. https://www.academia.edu/download/65721413/The_Affect_of_Viral_Marketing_Factors_on_Impulse_Purchasing_Behavior.pdf
Widiyawati, R. A., & Patrikha, F. D. (2023). Pengaruh Time Limit Marketing dan Viral Marketing Strategy Terhadap Impulsive Buying Pada Pengguna Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 1–13. https://ejournal.unesa.ac.id/index.php/jptn/article/download/54912/43759
Afif, M., & Purwanto, P. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis, 2(2), 34. https://doi.org/10.47201/jamin.v2i2.51
Ahdiat, A. (2023). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023. Databoks. https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce-dengan-pengunjung-terbanyak-kuartal-i-2023
Ali, M. M., Hariyati, T., Pratiwi, M. Y., & Afifah, S. (2022). Metodologi Penelitian Kuantitatif Dan Penerapan Nya Dalam Penelitian. 2(2). https://ojs.stai-ibnurusyd.ac.id/index.php/jpib/article/view/86/27
Apriya, M. (2023). Pengaruh Discount, Viral Marketing Dan Brand Ambassador Terhadap Impulse Buying Dalam Perspektif Bisnis Islam (Studi Pada Konsumen Pt Rasa Aryaguna Sejahtera Abadi). 4(1), 62–72. http://journal2.uad.ac.id/index.php/mimesis/article/view/7163/3381
Arum, L. S., Amira, Z., & Duha, N. A. (2023). Karakteristik Generasi Z dan Kesiapannya dalam Menghadapi Bonus Demografi 2030. Accounting Student Research Journal, 2(1), 59–72. https://doi.org/10.62108/asrj.v2i1.5812
Bisma, R. P., & Hadi, E. D. (2023). Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust. Reslaj : Religion Education Social Laa Roiba Journal, 6(3), 1512–1526. https://doi.org/10.47467/reslaj.v6i3.5574
Danuri, M. (2019). Development and transformation of digital technology. Infokam, XV(II), 116–123. https://amikjtc.com/jurnal/index.php/jurnal/article/view/178/155
Hanim, L. (2010). Keabsahan Perjanjian Dalam Perdagangan Secara Elektronik (E-Commerce) Di Era Globalisasi. 29(05). https://dinamikahukum.fh.unsoed.ac.id/index.php/JDH/article/view/262/254
Isnawati, S. I., & Waluyo, U. N. (2022). Viral Marketing Sebagai Strategi Pemasaran Melalui Media Sosial. 2(1). https://jurnal.unw.ac.id/index.php/jibaku/article/view/1415
Kurniasih, L., & Maulana, A. (2021). Pengaruh Celebrity Endorser dan Brand Image terhadap Impulse Buying pada Tokopedia Masa Pandemi Covid-19 (Studi Kasus Pengguna Tokopedia Di Karawang). JISIP (Jurnal Ilmu Sosial dan Pendidikan), 5(4), 1401–1411. https://doi.org/10.58258/jisip.v5i4.2568
Lestari, T. W., Sucipto, A., & Nugrahani, D. S. (2024). Social Media Marketing & Fenomena Impulsive Buying Gen-Z Terhadap Produk Kosmetik. UMMagelang Conference Series, 92–100. https://doi.org/10.31603/conference.11873
Mutia, A. (2024). Pengaruh Perceived Ease Of Use , Serendipity Information , dan Motivasi Belanja Hedonisme terhadap Impulsive Buying Pengguna Twitter. https://repository.uinjkt.ac.id/dspace/handle/123456789/78658
Pakpahan, E. S. B. (2017). Pengaruh Kredibilitas Celebrity Endorser Terhadap Keputusan Pembelian dan Kepuasan Konsuman YOU-C 1000 Vitamin di Kota Pekanbaru. Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau, 4(1), 721–734.
Rika, A. W., Basalamah, M. B., & Rahmawati, R. (2021). Pengaruh Lingkungan Teman Sebaya, Viral Marketing, dan Customer Online Review Terhadap Keputusan Pembelian Impulsif Secara Online di Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Angkatan 2018 Universitas Islam Malang). E-JRM Jurnal Ilmiah Riset Manajemen, 10(13), 120–133. https://jim.unisma.ac.id/index.php/jrm/article/view/14616
Santika, E. F. (2024). ECDB: Proyeksi Pertumbuhan e-Commerce Indonesia Tertinggi Sedunia pada 2024. Databoks. https://databoks.katadata.co.id/datapublish/2024/04/29/ecdb-proyeksi-pertumbuhan-e-commerce-indonesia-tertinggi-sedunia-pada-2024
Shofaranti, I., Putri, H. A. H., & Maulana, Y. (2024). The Effect of Fear of Missing Out, Celebrity Endorsements and Advertisements on Impulsive Buying, Case Study: Brand Skintific on The Tiktok Application. International Journal of Social Service and Research, 4(05), 1205–1215. https://doi.org/10.46799/ijssr.v4i05.777
Suharto, Mahmud, A., & Durotun, N. (2023). Pengaruh Viral Marketing Dan Hedonic Shopping Terhadap Impulsive Buying Pada Pengguna Shopee Di Kota Metro. Jurnal Manajemen, 17(1), 165–176. https://fe.ummetro.ac.id/ejournal/index.php/JM/article/view/1410
Uyan, O., & Hamidi, F. A. (2020). The Affect of Viral Marketing Factors on Impulse Purchasing Behavior within the Scope of International Electronic Commerce Applications. Turkish Studies - Economics, Finance, Politics, 15(3), 1655–1673. https://www.academia.edu/download/65721413/The_Affect_of_Viral_Marketing_Factors_on_Impulse_Purchasing_Behavior.pdf
Widiyawati, R. A., & Patrikha, F. D. (2023). Pengaruh Time Limit Marketing dan Viral Marketing Strategy Terhadap Impulsive Buying Pada Pengguna Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 1–13. https://ejournal.unesa.ac.id/index.php/jptn/article/download/54912/43759
Published
2025-09-22
Section
Articles
Copyright (c) 2025 Mia Rahmi Nurul Aulia, Ricardo Lumalessil, Ai Nur Bayinah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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