1Ni Putu Ayu Tika Kurniawati, 2A A I Krisna Gangga Dewi, 3N. Paramananda
1,2,3Faculity Of Economic and Business, Warmadewa University, Bali
DOI : https://doi.org/10.47191/ijmra/v6-i12-05Google Scholar Download Pdf
ABSTRACT:
This study aims to analyze the effect of using kpop idol brand ambassadors, viral marketing, and lifestyle on impulse buying on shopee marketplace consumers in Badung Regency, This research uses quantitative research methods, with purposive sampling techniques. The sample calculation used the Slovin formula technique which in this study amounted to 100 respondents. The results of this study explain that the variables of using kpop idol brand ambassadors, viral marketing, and lifestyle simultaneously have a significant positive effect on impulse buying. The use of kpop idol brand ambassadors partially has a positive and significant effect on impulse buying. viral marketing partially has a positive and significant effect on impulse buying. Lifestyle partially has a positive and significant effect on impulse buying.
KEYWORDS:kpop idol brand ambassador, viral marketing, Lifestyle and Impulse buying
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Volume 06 Issue 12 December 2023
There is an Open Access article, distributed under the term of the Creative Commons Attribution – Non Commercial 4.0 International (CC BY-NC 4.0) (https://creativecommons.org/licenses/by-nc/4.0/), which permits remixing, adapting and building upon the work for non-commercial use, provided the original work is properly cited.
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