PENGARUH CELEBRITY ENDORSER, FLASH SALE DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA BRAND “LOZY HIJAB” DI KAB.TANGERANG

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, flash sale, dan customer experience terhadap keputusan pembelian produk Lozy Hijab di Kabupaten Tangerang. Latar belakang penelitian ini didasarkan karena adanya indikasi dalam pemilihan endorser, kualitas produk saat flash sale, dan ketidaksesuaian produk dengan katalog memengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif asosiatif dengan populasi yaitu konsumen Lozy Hijab di Kab. Tangerang, minimal usia 17 tahun dan pernah melakukan pembelian pada produk Lozy Hijab minimal satu kali pembelian dan dengan sampel sebanyak 95 responden. Data dikumpulkan melalui kuesioner online. Instrumen penelitian dinyatakan valid dan reliabel, serta memenuhi uji asumsi klasik. Hasil uji parsial menunjukkan celebrity endorser (thitung = 2,901 > ttabel = 1,98638), flash sale (5,441 > 1,98638), dan customer experience (2,325 > 1,98638) berpengaruh signifikan terhadap keputusan pembelian. Secara simultan ketiga variabel berpengaruh signifikan terhadap keputusan pembelian karena f hitung > f tabel (187,049 > 2,70), ketiga variabel memberikan kontribusi sebesar 85,6%, sementara 14,4% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil ini menunjukkan bahwa semakin baik ketiga faktor tersebut, semakin tinggi keputusan pembelian konsumen terhadap produk Lozy Hijab.

This study aims to determine the influence of celebrity endorsers, flash sales, and customer experience on the purchase decision of Lozy Hijab products in Tangerang Regency. The background of this research is based on indications that the selection of endorsers, product quality during flash sales, and discrepancies between products and catalog images influence consumer purchasing decisions. This research uses an associative quantitative method with a population consisting of Lozy Hijab consumers in Tangerang Regency, aged at least 17 years and having made at least one purchase. A sample of 95 respondents was selected. Data were collected through an online questionnaire. The research instrument was declared valid and reliable and met the classical assumption tests. Partial test results show that celebrity endorsers (t-count = 2.901 > t-table = 1.98638), flash sales (5.441 > 1.98638), and customer experience (2.325 > 1.98638) have a significant effect on purchasing decisions. Simultaneously, the three variables significantly affect purchasing decisions, as the F-count is greater than the F-table (187.049 > 2.70). The three variables contribute 85.6% to the purchase decision, while the remaining 14.4% is influenced by other factors outside this study. These results indicate that the better these three factors are, the higher the consumer's purchase decision toward Lozy Hijab products.