The Role of Celebrity Endorsement on Impulse Buying Behavior with Customer Loyalty as a Moderating in the E-Commerce Industry

Abstract

Purpose: Numerous studies have been conducted on celebrities to notice their effect on marketing. Celebrity endorsement has become one of the most popular marketing strategies, and Tokopedia as one of the most popular e-commerce websites in Indonesia also using these strategies for increasing their brand awareness. The purpose of this study is to explore other effects of celebrity endorsement on consumer behavior. This research aimed to define the impact of celebrities endorsement on consumer psychology, influencing impulsive buying behavior with consumer loyalty as a mediating variable. Research Methodology : This study applied quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia Customers and also a fan of the celebrity who lived in Indonesia by 442 samples using the purposive sampling method and data was conducted using the SmartPLS program. Result: This article indicated the findings that (1) celebrity endorsement had a positive impact on consumer loyalty, (2) a positive effect either directly or indirectly on impulsive buying behavior, and (3) consumer loyalty itself had a positive effect on impulsive buying behavior. Conclusions: This study proposes significant implications about how celebrity endorsement works and how it impacts customer behavior in the e-commerce Industry.

The influence of online customer shopping experience on online impulsive buying in e-commerce with attitudinal loyalty as a mediation variable

“…In addition, this is consistent with the study of Srivastava & Kaul (2016) that the functional and psychological components of OCSE indirectly influence online impulsive purchases, which are mediated by customer attitude loyalty. This is also consistent with the results of research by Gulfraz et al (2022) and Li et al (2023), that attitude loyalty positively affects impulsive buying behavior.…”

“…In line with the results of the Gulfraz et al ( 2022) study, attitude loyalty can mediate between OCSE and online impulsive buying. Research by Li et al (2023) also proves that customer loyalty positively affects impulsive buying behavior. Therefore, the researcher developed the following hypothesis: H5.…”

“…Online impulsive buying can be influenced by various variables, including functional dimensions of OCSE (Gulfraz et al, 2022;Zhao et al, 2022;Wu et al, 2016), psychological dimensions of OCSE (Wu et al, 2016;Darmawan & Gatheru, 2021;Bao & Yang, 2022;Um et al, 2023;Pereira et al, 2022;Gulfraz et al, 2022) and attitude loyalty (Srivastava & Kaul, 2016;Gulfraz et al, 2022;Li et al, 2023). However, different studies state that product informativeness is part of the functional dimension on online shopping sites and does not significantly influence consumer attitudes (Anshu et al, 2022), as well as shopping enjoyment, online shopping site quality, and product informativeness part of the functional and psychological dimensions e-commerce cannot influence the occurrence of online impulsive buying (Febrilia & Warokka, 2021).…”