Hubungan Persepsi terhadap Beauty Influencer dengan Kecenderungan Impulsive Buying Produk Kecantikan pada Pengguna Media Sosial. (The Relationship between Perception of Beauty Influencer and Impulsive Buying Tendencies of Beauty Products Among Social Media Users).

Johan, Maria Yosefina (2023) Hubungan Persepsi terhadap Beauty Influencer dengan Kecenderungan Impulsive Buying Produk Kecantikan pada Pengguna Media Sosial. (The Relationship between Perception of Beauty Influencer and Impulsive Buying Tendencies of Beauty Products Among Social Media Users). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Impulse buying has become a significant phenomenon in the consumer world today. In the context of the beauty industry, impulse buying of beauty products is increasingly widespread, especially among social media users. One of the factors influencing impulsive buying behavior is the perception of beauty influencers. Therefore, this research aims to find the relationship between the perception of beauty influencers and the tendency of impulse buying beauty products among social media users. The research used non-probability sampling method through purposive sampling. The research sample consisted of active social media users aged 16 to 24 years. Data analysis was conducted using the Pearson product-moment method, resulting in a correlation score of 0.708 with a significance of p=0.000<0.05. These results indicate a positive and significant relationship between the perception of beauty influencers and the tendency of impulse buying beauty products. The better someone's perception of beauty influencers, the higher the tendency of impulse buying beauty products. Conversely, the worse someone's perception of beauty influencers, the lower the tendency of impulse buying beauty products. This proves the researcher's hypothesis.

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