Pengaruh Celebrity Endorsement, E-WOM, dan Perceived Quality terhadap Impulse Buying Puma Speedcat
DOI:
https://doi.org/10.32534/jv.v21i3.8797Keywords:
Celebrity Endorsement, Electronic Word Of Mouth, Perceived Quality, Impulse Buying, Puma SpeedcatAbstract
Lifestyle sneakers keep growing as a global market, and retro design is one of the forces behind it. Puma rode that momentum with the Speedcat by signing Rosé of BLACKPINK as brand ambassador. The campaign generated enormous media exposure, yet Puma's footwear segment recorded falling sales over the same stretch. That mismatch prompted this study. Drawing on the Stimulus-Organism-Response framework, promotion through a public figure and consumer opinion on social media are treated as stimuli, perceived quality as the internal evaluation consumers make, and impulse buying as the response. Data came from an online questionnaire filled in by 140 consumers aged 18 to 29 in Surabaya who had bought a pair of Puma Speedcat, then processed with PLS-SEM.. Celebrity endorsement, electronic word of mouth and perceived quality all turned out to have a positive effect on impulse buying, with endorser credibility proving the strongest push. The novelty of this study lies in applying the Stimulus-Organism-Response framework to the footwear industry, a setting rarely touched because similar work tends to stay within online shopping. For Puma, the findings point to choosing endorsers whose character genuinely fits the product, managing consumer reviews actively, and improving the Speedcat's comfort and material quality.
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