The Influence of Using Idol Kpop Brand Ambassador, Viral Marketing, and Lifestyle on Impulse Buying in Consumers Shopee Marketplace

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.