The Effect of Celebrity Endorsement of Food and Beverage Products on Social Media on Impulsive Buying Behavior of Young Adults in Malang

Authors

  • Latifah Hanum Business Administration Department, Brawijaya University
  • Agustina Uliasari Business Administration Department, Brawijaya University
  • Ayakarin Lilo Milaara Business Administration Department, Brawijaya University
  • Muhammad Mirza Haqqi Business Administration Department, Brawijaya University
  • Putu Ayu Indriyani Business Administration Department, Brawijaya University
  • Rizky Helmaliana Febriani Business Administration Department, Brawijaya University
  • Aniesa Samira Bafadhal Faculty of Hotel and Tourism Management, Universiti Teknologi MARA

DOI:

https://doi.org/10.18502/kss.v10i13.18974

Keywords:

celebrity endorsement, impulsive buying, social media, Instagram, FnB products, teenagers

Abstract

This study examines the impact of celebrity endorsements for Food and Beverage (FnB) products on Instagram on impulsive buying behavior among young adults in Malang City, Indonesia. In today’s digital era, social media has become a dominant marketing, especially among youth. Celebrity endorsements act as emotional triggers that capture the attention of teenagers and young adults, often leading to unplanned purchases. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents aged 18–24. The findings reveal a significant relationship between celebrity endorsements and impulsive buying of FnB products on Instagram. The results indicate that such endorsements can influence impulsive purchase decisions among teenagers and young adults in Malang City.

References

[1] Digital 2023 Indonesia [internet]. Available from: https://wearesocial.com/wpcontent/ uploads/2023/03/Digital-2023-Indonesia.pdf

[2] Utami PB. Strategi Komunikasi Pemasaran Melalui Endorsement pada Online Shop di Indonesia [Bachelor’s thesis]. Banten: Fakultas Ilmu Sosial dan Politik, Universitas Negeri Sultan Ageng; 2014.

[3] Dewi EK, Kholifah CA; Erlita Khrisinta Dewi; Citra Ayu Nur Kholifah. Fenomena Endorsement Sebagai Tren Media Pemasaran Digital di Indonesia. Nusantara Hasana Journal. 2022;1(10):152–62. DOI: https://doi.org/10.59003/nhj.v1i10.834

[4] Persada SN, Faridah S, Komalasari S. Pengaruh Celebrity Endorse Terhadap Impulsive Buying Pada Generasi Milenial di Banjarmasin. Jurnal Al-Husna. 2022;3(3):211–22.

[5] Wahyuni RS, Setyawati HA. Pengaruh sales promotion, hedonic shopping motivation dan shopping lifestyle terhadap impulse buying pada e-commerce shopee. Jurnal Ilmiah Mahasiswa Manajemen [ JIMMBA]. Bisnis Dan Akuntansi. 2020;2(2):144–54. DOI: https://doi.org/10.32639/jimmba.v2i2.457

[6] Pangkaca N, Rejeki A, Sholichah IF. Pengaruh kontrol diri terhadap pembelian impulsif belanja online pada karyawan department store. Jurnal Indonesia Sosial Sains. 2021;2(7):466495.

[7] Hadmandho TC. The Effect of Celebrity Instagram Endorsment on Impulsive Buying Behavior in Students in Rokan Hulu Regency, Riau Province. Kontigensi. Jurnal Ilmiah Manajemen. 2022;10(2):208–16. DOI: https://doi.org/10.56457/jimk.v10i2.271

[8] Bisma RP, Hadi ED. Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust. Reslaj: Religion Education Social Laa Roiba Journal. 2024;6(3):1512–26. DOI: https://doi.org/10.47467/reslaj.v6i3.5574

[9] Rachmawati YD, Sari N, Setyono DA. Orientasi Masyarakat Terhadap Pemilihan Kafe di Kota Malang [PURE]. Planning for Urban Region and Environment Journal. 2022;8(2):67–74.

[10] Ramadhan SZ. Penerapan Strategi Komunikasi Pemasaran Digital Rebelliouz Mind Di Instgaram [Doctoral dissertation]. Bandung: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pasundan.

[11] Verplanken B, Herabadi A. Individual differences in impulse buying tendency: feeling and no thinking. Eur J Pers. 2001;15(1_suppl S1):S71–83. DOI: https://doi.org/10.1002/per.423

[12] Albayati H, Alistarbadi N, Rho JJ. Assessing engagement decisions in NFT Metaverse based on the Theory of Planned Behavior (TPB). Telematics and Informatics Reports. 2023;10:100045. DOI: https://doi.org/10.1016/j.teler.2023.100045

[13] Verplanken B, Sato A. The Psychology of Impulse Buying: An Integrative Self- Regulation Approach. J Consum Policy (Dordr). 2011;34(2):197–210. DOI: https://doi.org/10.1007/s10603-011-9158-5

[14] Wagiyem W, Larasati NS. Pengaruh Celebrity Endorsement Dan Kualitas Produk Terhadap Minat Beli Konsumen Melalui Brand Image [RAAR]. Review of Applied Accounting Research. 2023;3(1):76–84. DOI: https://doi.org/10.30595/raar.v3i1.16911

[15] Septiani Y, Oentoeng IF. Pengaruh Celebrity Endorsement Dan Harga Terhadap Keputusan Pembelian Produk Baju Bayi di Instagram @preloved1402. Jurnal Ilmu Manajemen Terapan. 2020;2(5):604–63.

[16] Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta; 2013.

Downloads

Published

2025-06-25

How to Cite

Hanum, L., Uliasari, A., Milaara, A. L., Haqqi, M. M., Indriyani, P. A., Febriani, R. H., & Bafadhal, A. S. (2025). The Effect of Celebrity Endorsement of Food and Beverage Products on Social Media on Impulsive Buying Behavior of Young Adults in Malang. KnE Social Sciences, 10(13), 386–395. https://doi.org/10.18502/kss.v10i13.18974

Issue

Vol. 10 No. 13 (2025): Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2024)

Section

Articles

License

Copyright (c) 2025 Latifah Hanum, Agustina Uliasari, Ayakarin Lilo Milaara, Muhammad Mirza Haqqi, Putu Ayu Indriyani, Rizky Helmaliana Febriani, Aniesa Samira Bafadhal

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.