Exploring How Trust, Celebrity Endorser, Perceived Benefit Affect Impulse Buying Behaviour of Head and Soulders Shampoo: The Moderating Effect of Perceived Price
DOI:
https://doi.org/10.35870/emt.v10i1.5260Keywords:
Trust, Perceived Benefit, Celebrity Endorser, Brand Image, Impulse Buying, Perceived PriceAbstract
This study aims to analyze the influence of trust, perceived benefit, celebrity endorser, and brand image variables on impulse buying, with perceived price as a moderating variable in consumers of Head & Shoulders brand shampoo. This study uses a quantitative approach with a survey method on 112 respondents using the accidental sampling method. Data analysis was carried out using multiple linear regression to test the influence of trust, perceived benefit, celebrity endorser, and brand image variables on impulse buying, and Moderated Regression Analysis (MRA) to test the ability of perceived price to moderate the influence of trust, perceived benefit, celebrity endorser, and brand image variables on impulse buying. The results of the study with multiple linear regression indicate that trust, celebrity endorser, and brand image have a positive and significant influence on impulse buying, but perceived benefit is proven to be unable to provide a significant influence. The results of the study with MRA show that perceived price is proven to moderate the influence of perceived benefit on impulse buying, but is unable to moderate the influence of trust, celebrity endorser, and brand image on impulse buying.
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