Pengaruh Gullibility terhadap Pembelian Impulsif pada Pengguna Produk Perawatan Kulit

Abstract

This study aims to identify whether there is a positive impact of gullibility on impulsive buying for skincare product users. This study involved 268 respondents. This study used a quantitative methods with incidental sampling method. Data were collected using a modification of Gullibility Scale by Teunisse (2019) which consisted 20 items and mofidication of Impulsive Buying Scale by Verplanken & Herabadi (2001) which consisted 27 items. Data were processed using simple linear regression analysis. The results of this study indicate that gullibility has a positive significant impact on impulsive buying for skincare product users. This means that this study can extend the information about the impact of gullibility on impulsive buying for skincare product users.