Pengaruh Celebrity Endorser terhadap Impulsive Buying (Studi pada Pemanfaatan Enhypen oleh Brand Nabati Goguma)

Abstrak

South Korean popular culture, particularly K-Pop, has become a global phenomenon that influences consumer patterns, including in Indonesia. In the context of marketing, the use of celebrity endorsers has proven effective in attracting consumer attention, such as the collaboration between Nabati and Enhypen in promoting the Nabati Goguma product. This study aims to analyze the impact of celebrity endorsers on impulsive buying behavior, using a quantitative method with a survey of 100 Enhypen fans as respondents. Celebrity endorsers can be explained through four dimensions: Visibility, Credibility, Attraction, and Power. The impulsive buying behavior studied includes: spontaneity in purchasing, buying without consideration, appeal, and the desire for immediate acquisition. The analysis results show that celebrity endorsers have a significant impact on impulsive buying, with a contribution of 31% based on simple linear regression analysis. The results from the mean test show the highest value in the attraction dimension for both variables, emphasizing the importance of visual appeal in marketing strategies to create an emotional connection with the audience. This study recommends exploring other dimensions, such as credibility and visibility, as well as optimizing visual appeal in marketing campaigns to enhance promotional effectiveness.

Budaya populer Korea Selatan, khususnya K-Pop, telah menjadi fenomena global yang memengaruhi pola konsumsi masyarakat, termasuk di Indonesia. Dalam konteks pemasaran, penggunaan celebrity endorser terbukti efektif untuk menarik perhatian konsumen, seperti kolaborasi antara Nabati dan Enhypen dalam mempromosikan produk Nabati Goguma. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser terhadap perilaku impulsive buying, menggunakan metode kuantitatif dengan survei 100 responden penggemar Enhypen. Celebrity endorser dapat dijelaskan melalui empat dimensi yaitu: Visibility, Credibility, Attraction dan Power. Perilaku impulsive buying yang diteliti mencakupi: spontanitas pembelian, pembelian tanpa pertimbangan, daya tarik dan keinginan segera. Hasil analisis menunjukkan bahwa celebrity endorser memiliki pengaruh signifikan terhadap impulsive buying, dengan kontribusi sebesar 31% berdasarkan analisis regresi linear sederhana. Hasil pada uji mean diperoleh nilai tertinggi pada dimensi daya tarik pada kedua variabel yang menekankan pentingnya daya tarik visual dalam strategi pemasaran untuk menciptakan hubungan emosional dengan audiens. Penelitian ini merekomendasikan eksplorasi dimensi lainnya, seperti credibility dan visibility, serta optimalisasi daya tarik visual dalam kampanye pemasaran untuk meningkatkan efektivitas promosi.