Pengaruh Korean Brand Ambassador Credibility Terhadap Impulse Buying Pada Produk E-Commerce di Indonesia
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari Korean brand ambassador credibility terhadap impulse buying pada e-commerce di Indonesia. Sampel penelitian berjumlah 248 responden dengan kriteria yaitu berdomisili di Jabodetabek, pengguna platform e-commerce, dan melakukan minimal tiga kali pembelanjaan secara impulsif yang disebabkan oleh adanya brand ambassador. Pengumpulan data menggunakan kuesioner yang disebar secara online, responden akan menjawab kuesioner dengan memilih jawaban menggunakan skala likert dari angka 1 sampai angka 5. Metode yang digunakan adalah PLS-SEM menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa brand ambassador credibility memiliki pengaruh terhadap fear of missing out dan juga terhadap impulse buying. Fear of missing out memiliki pengaruh terhadap impulse buying. Sementara untuk scarcity memiliki efek moderasi terhadap hubungan brand ambassador credibility dengan fear of missing out, namun scarcity memiliki efek yang dapat memperlemah pengaruh brand ambassador credibility terhadap impulse buying.
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