PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO: MINAT BELI SEBAGAI MEDIASI
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Abstract
Penelitian ini bertujuan untuk menguji daya tarik selebriti dan kredibilitas selebriti pada tendensi pembelian impulsif. Dan menguji minat beli sebagai mediasi daya tarik selebriti dan kredibilitas selebriti pada tendensi pembelian impulsif. Sampel yang digunakan dalam penelitian ini adalah 311 responden yang pernah membeli produk Uniqlo. Data diperoleh dari online kuisioner yang disebar dengan bantuan google form dengan teknik non-probability sampling. Kemudian data yang diperoleh diolah menggunakan PLS-SEM dibantu dengan software SmartPLS 3. Hasil yang diperoleh dalam penelitian ini menunjukkan bahwa a) Daya tarik selebriti berpengaruh positif pada tendensi pembelian impulsif b) Daya tarik selebriti berpengaruh positif pada minat beli c) Kredibilitas selebriti berpengaruh positif pada tendensi pembelian impulsif d) Kredibilitas selebriti berpengaruh positif pada minat beli e) Minat beli berpengaruh positif pada tendensi pembelian impulsif f) Minat beli memediasi hubungan antara daya tarik selebriti dan tendensi pembelian impulsif g) Minat beli memediasi hubungan antara kredibilitas selebriti dan tendensi pembelian impulsif.
This study aims to examine the influence of celebrity attractiveness and celebrity credibility on impulsive buying tendency, as well as to test purchase intention as a mediator between celebrity attractiveness, celebrity credibility, and impulsive buying tendency. The sample used in this study consists of 311 respondents who have purchased Uniqlo products. Data were collected through an online questionnaire distributed via Google Forms using a non-probability sampling technique. The collected data were then processed using PLS-SEM with the assistance of SmartPLS 3 software. The results of this study indicate that: (a) Celebrity attractiveness has a positive effect on impulsive buying tendency, (b) Celebrity attractiveness has a positive effect on purchase intention, (c) Celebrity credibility has a positive effect on impulsive buying tendency, (d) Celebrity credibility has a positive effect on purchase intention, (e) Purchase intention has a positive effect on impulsive buying tendency, (f) Purchase intention mediates the relationship between celebrity attractiveness and impulsive buying tendency, and (g) Purchase intention mediates the relationship between celebrity credibility and impulsive buying tendency.
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