PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER, DAN LIVE SHOPPING TERHADAP IMPULSIVE BUYING PADA KONSUMEN PRODUK KECANTIKAN “OMG” DI E-COMMERCE TIKTOK SHOP DAN SHOPEE
THE INFLUENCE OF VIRAL MARKETING, CELEBRITY ENDORSERS, AND LIVE SHOPPING ON IMPULSIVE BUYING AMONG BEAUTY PRODUCT CONSUMERS "OMG" ON E-COMMERCE Tiktok Shop and Shopee
Keywords:
Viral Marketing, Celebrity Endorser, Live Shopping, Impulsive Buying, Beauty ProductsAbstract
This study aims to examine the influence of viral marketing, celebrity endorsers, and live shopping on impulsive buying of “OMG” beauty products on the TikTok Shop and Shopee e-commerce platforms. The method used is a quantitative approach with a survey technique using a questionnaire distributed to 100 respondents who are active users of TikTok Shop and Shopee, with a minimum age of 18 years and have made an impulsive purchase of “OMG” beauty products in the last 6 months. The questionnaire was distributed online to various regions in Indonesia. Data were analyzed using multiple linear regression with the help of SPSS software. The results show that viral marketing and celebrity endorsers have a positive and significant effect on impulsive buying, while live shopping has a positive but insignificant effect. These findings indicate that digital marketing strategies through viral marketing and the use of celebrity endorsers are important factors in influencing consumers' impulsive buying behavior towards beauty products on e-commerce.
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