PENGARUH CELEBRITY ENDORSEMENT TERHADAP IMPULSIVE BUYING DI E-COMMERCE PADA GENERASI Z

KEYSA DALILA HASYA HARIYANTO, . (2026) PENGARUH CELEBRITY ENDORSEMENT TERHADAP IMPULSIVE BUYING DI E-COMMERCE PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk mengatahui pengaruh celebrity endorsement terhadap impulsive buying di e-commerce pada Generasi Z. Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linear sederhana. Teknik pengumpulan data menggunakan instrumen Impulsive Buying Tendency Scale (IBTS) oleh Verplanken dan Herabadi (2001) dan Celebrity Endorsement Scale oleh Thusyanthy (2018). Teknik sampling yang digunakan adalah purposive sampling dengan jumlah partisipan sebanyak 130 responden Generasi Z. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh signifikan terhadap impulsive buying sebesar 3,8% dan memiliki arah pengaruh yang positif dengan artian bahwa semakin tinggi celebrity endorsement, maka akan semakin tinggi pula impulsive buying. Penelitian ini diharapkan dapat memberikan kontribusi dalam meningkatkan pemahaman Generasi Z mengenai pengaruh celebrity endorsement terhadap impulsive buying serta menjadi referensi bagi penelitian selanjutnya untuk mengkaji faktor-faktor lain yang memengaruhi impulsive buying. ***** This research was conducted to determine the influence of celebrity endorsements on impulsive buying in e-commerce among Generation Z. This research used a quantitative methods with simple linear regression analysis. Data were collected using the Impulsive Buying Tendency Scale (IBTS) by Verplanken & Herabadi (2001) and Celebrity Endorsement Scale instruments by Thusyanthy (2018). The sampling technique used was purposive sampling with a total of 130 Generation Z respondents. The results showed that celebrity endorsement had a significant effect on impulsive buying, contributing 3,8%, and had a positive direction of influence, meaning that the higher the level of celebrity endorsement, the higher the level of impulsive buying. It is hoped that this research can contribute to increasing Generation Z's understanding of the influence of celebrity endorsements on impulsive buying and become a reference for further research to examine other factors that influence impulsive buying.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Novitasari R. Damanik, M.Si.; 2). Reny Rustyawati, M.A.
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Keysa Dalila Hasya Hariyanto .
Date Deposited:	07 Aug 2026 07:08
Last Modified:	07 Aug 2026 07:08
URI:	http://repository.unj.ac.id/id/eprint/69093

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