THE IMPACT OF SKINTIFIC’S ADVERTISING APPEAL ON IMPULSIVE PURCHASING DECISION ON SHOPEE: AN ANALYSIS ON CELEBRITY ENDORSEMENT , FLASH SALE, AND BUNDLING PRICING FINAL PROJECT By Donna Agvie Putri 19021048 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2025 THE IMPACT OF SKINTIFIC’S ADVERTISING APPEAL ON IMPULSIVE PURCHASING DECISION ON SHOPEE: AN ANALYSIS ON CELEBRITY ENDORSEMENT , FLASH SALE, AND BUNDLING PRICING Donna Agvie Putri 19021048 Undergraduate Program School of Business and Management Institut Teknologi Bandung, 2025 Supervisor: Romane Salvat, Ilham Fauzan Putra ABSTRACT Emerging platforms like Shopee have established emerging platform capabilities that implement flash sales with celebrity endorsements and bundling promotions to motivate buyer behavior particularly targeting spree shoppers. Skintific advances its market reach with these strategies throughout Indonesia while at the same time building consumer engagement as a leading beauty and skincare brand in the area. The influence that psychological triggers have on shaping product need among customers remains poorly understood when analyzing impulsive buying patterns in emerging markets such as Indonesia. E-business promotional communication research exists although scholars have not yet explained the different promotional strategies' effects on spontaneous customer behavior. The study investigates flash sales and celebrity endorsements together with bundling pricing to determine their effect on impulsive buying habits of Indonesian Gen Z digital customers who remain discerning about their purchases. This research evaluates how these promotional strategies affect impulsive buying behavior patterns while identifying their psychological drivers to help guide Shopee marketers. The research explored impulsive buying means by administering online surveys to 155 Indonesian Gen Z consumers (ages 18-27) who made Skintific Shopee purchases. The study employed purposive sampling techniques to select respondents whose answers to promotional strategy questions formed responses on a Likert scale. Data analyzed through SmartPLS and structural equation modeling uncovered flash sales as the strongest driver of impulsive buying but bundling pricing produced stronger results than celebrity endorsements according to the findings. Research findings contribute to consumer behavior theory by showing how psychological factors underpin e-commerce promotional effects. Keywords: Impulsive Buying Behavior, E-commerce Marketing, Flash Sales, Bundling Pricing. 1 DAMPAK DAYA TARIK IKLAN SKINTIFIC TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF PADA SHOPEE: ANALISIS ENDORSEMENT SELEBRITI, FLASH SALE, DAN HARGA BUNDLING Donna Agvie Putri 19021048 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2025 Pembimbing: Romane Salvat, Ilham Fauzan Putra ABSTRAK Platform baru seperti Shopee telah membangun kapabilitas platform baru yang menerapkan penjualan kilat dengan dukungan selebriti dan promosi bundling untuk memotivasi perilaku pembeli, khususnya yang menargetkan pembeli yang suka berbelanja. Skintific memperluas jangkauan pasarnya dengan strategi ini di seluruh Indonesia sekaligus membangun keterlibatan konsumen sebagai merek kecantikan dan perawatan kulit terkemuka di wilayah tersebut. Pengaruh pemicu psikologis dalam membentuk kebutuhan produk di antara pelanggan masih kurang dipahami saat menganalisis pola pembelian impulsif di pasar negara berkembang seperti Indonesia. Riset komunikasi promosi e-bisnis telah ada meskipun para akademisi belum menjelaskan berbagai dampak strategi promosi terhadap perilaku spontan pelanggan. Studi ini menyelidiki penjualan kilat dan dukungan selebriti bersama dengan harga bundling untuk menentukan dampaknya terhadap kebiasaan pembelian impulsif pelanggan digital Gen Z Indonesia yang tetap cermat dalam pembelian mereka. Riset ini mengevaluasi bagaimana strategi promosi ini memengaruhi pola perilaku pembelian impulsif sekaligus mengidentifikasi pendorong psikologisnya untuk membantu memandu pemasar Shopee. Riset ini mengeksplorasi cara pembelian impulsif dengan memberikan survei daring kepada 155 konsumen Gen Z Indonesia (usia 18-27) yang melakukan pembelian Skintific Shopee. Studi ini menggunakan teknik pengambilan sampel yang bertujuan untuk memilih responden yang jawabannya terhadap pertanyaan strategi promosi membentuk respons pada skala Likert. Data yang dianalisis melalui SmartPLS dan pemodelan persamaan struktural mengungkap penjualan kilat sebagai pendorong terkuat pembelian impulsif, tetapi harga bundling menghasilkan hasil yang lebih kuat daripada dukungan selebriti menurut temuan tersebut.