THE IMPACT OF SKINTIFICâS ADVERTISING APPEAL ON IMPULSIVE PURCHASING DECISION ON SHOPEE: AN ANALYSIS ON CELEBRITY ENDORSEMENT, FLASH SALE, AND BUNDLING PRICING
Emerging platforms like Shopee have established emerging platform capabilities that implement flash sales with celebrity endorsements and bundling promotions to motivate buyer behavior particularly targeting spree shoppers. Skintific advances its market reach with these strategies throughout Indones...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/87540 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Emerging platforms like Shopee have established emerging platform capabilities that implement flash sales with celebrity endorsements and bundling promotions to motivate buyer behavior particularly targeting spree shoppers. Skintific advances its market reach with these strategies throughout Indonesia while at the same time building consumer engagement as a leading beauty and skincare brand in the area. The influence that psychological triggers have on shaping product need among customers remains poorly understood when analyzing impulsive buying patterns in emerging markets such as Indonesia. E-business promotional communication research exists although scholars have not yet explained the different promotional strategies' effects on spontaneous customer behavior. The study investigates flash sales and celebrity endorsements together with bundling pricing to determine their effect on impulsive buying habits of Indonesian Gen Z digital customers who remain discerning about their purchases. This research evaluates how these promotional strategies affect impulsive buying behavior patterns while identifying their psychological drivers to help guide Shopee marketers. The research explored impulsive buying means by administering online surveys to 155 Indonesian Gen Z consumers (ages 18-27) who made Skintific Shopee purchases. The study employed purposive sampling techniques to select respondents whose answers to promotional strategy questions formed responses on a Likert scale. Data analyzed through SmartPLS and structural equation modeling uncovered flash sales as the strongest driver of impulsive buying but bundling pricing produced stronger results than celebrity endorsements according to the findings. Research findings contribute to consumer behavior theory by showing how psychological factors underpin e-commerce promotional effects. |
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