Pengaruh Celebrity Endorsement, EWOM, dan Limited Edition Product Terhadap Purchase Intention

The objective of this research is to identify the effects of reference group and sales promotion on impulse buying among cosmetics consumers on Shopee live streaming. This quantitative explanatory research elucidates the causal relationship between its variables through hypothesis testing. The population is cosmetics consumers of Shopee live streaming. Using purposive sampling technique, 200 people with the minimum age of eighteen years who live in Malang City, have used Shopee application for at least six months, have made any purchase via Shopee live stream, and have made purchase spontaneously were selected as the respondents. The research instruments were assessed using validity test, reliability test, and classical assumption test, and the data was analyzed using multiple linear regression, while the hypotheses were assessed using t-test. All these processes were performed in SPSS 26. This study finds that sales promotion does not significantly influence impulse buying among the cosmetics consumers and that reference group significantly affects impulse buying among the cosmetics consumers.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh reference group dan sales promotion terhadap impulse buying pada konsumen kosmetik di Live streaming Shopee. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis dengan metode analisis kuantitatif. Penelitian ini menggunakan sampel sebanyak 200 responden yang diambil dari populasi konsumen Live streaming Shopee di Kota Malang. Pengambilan sampel menggunakan teknik purposive sampling. Karakteristik sampel yang dipilih yaitu, minimal berusia 18 tahun, berdomisili di Kota Malang, menggunakan Aplikasi Shopee minimal 6 bulan, responden merupakan orang yang pernah berbelanja di Live Streaming Shopee, dan pernah berbelanja produk kosmetik secara tiba-tiba/spontan. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa analisis regresi linier berganda yang ditunjang dengan uji validitas, uji reliabilitas, uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 26.0. Dari hasil penelitian dapat disimpulkan bahwa variabel sales promotion tidak mempunyai pengaruh secara signifikan terhadap impulse buying, sedangkan variabel reference group mempunyai pengaruh secara signifikan terhadap impulse buying konsumen kosmetik di Live streaming Shopee.