Amarilys, Nabilah Mararista (2022) THE EFFECT OF SALES PROMOTION INTENSITY AND CELEBRITY ENDORSEMENT CONTENT EXPOSURE ON IMPULSIVE PURCHASE OF Z GENERATION to SOMETHINC LOCAL SKINCARE (SURVEY OF YOUTH AGED 19-24 YEARS AT JABODETABEK REGION) 80KOM2022. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

SomeThinc known as the local skincare targeting user at young ages specifically gen z, having targets to achieved the 1 st
local cosmetic in rank and reach predicate as
the most popular local skincare line. However, recently, real data by research shows
that Somethinc still occupies the number 3 position with a revenue sales figure of 8.1
billion. The data proves that Somethinc is not categorized as leading local skincare
brand in Indonesia and is still far from reaching its goals as a brand that can achieve Go
Global conditions. Some of the steps taken by SomeThinc are discount promotions
through social media and the use of celebrity endorsers in promoting their skincare
products to increase its revenue. The study aims to determine the effect of sales
promotion intensity, celebrity endorser content exposure on adolescent impulsive
buying behaviour.
The theory used in this research is Stimulus-Organism-Response theory and
social cognitive theory. To determine the sample, researcher uses non-probability
sampling technique. The samples studied were 100 people with female gender, aged
18-24 years, actively shopping for skincare products with minimum 3 times purchasing
Somethinc skincare, have a monthly income and domiciled at Jabodetabek. The method
used in this study is multiple linear regression analysis using primary data retrieved
from questionnaire.
The results showed that sales promotion intensity have influence over impulsive
buying with a significant significance of 0.000. Furthermore, there is an influence
between celebrity endorsement content exposure on impulsive buying with has a
significant value of 0.000. In conclusion, there is an influence between sales promotion
intensity, celebrity endorsement content exposure simultaneously has a significant
effect on the impulsive buying variable by generation Z. Independent variable
influenced dependent variables by 68,8% while 31.2% left affected by other variables
outside the study.
Keywords: Sales Promotion Intensity, Celebrity Endorsement Content Exposure,
Impulsive Purchase, Somethinc

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