PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SHAMPO CLEAR

RAMADHAN, NATASYA (2020) PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SHAMPO CLEAR. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Research is aimed to determine the influence of the relationship between variables affecting purchase decision. Object in this research was consumers Clear Indonesia. Sample research are always 140 respondents deployed on the consumer Clear Indonesia and had Instagram social media. Data analyzed using application Structural Positive and Equatrion Model (SEM) Partial Last Square (SmartPLS 3.2) might test all relations between variable the viral marketing, celebrity endorser and brand image on purchase decision in the model. Research regard that the viral celebrity endorser and brand image has a positive significant impact on purchasing decision. But viral marketing of having a positive and insignificant impact to purchase decision. The results determined that the celebrity endorser and brand image which is one reason most important in determining purchase decision. Keywords: Viral Marketing, Celebrity Endorser, Brand Image, Purchase Decision Penelitian ini dilakukan untuk mengetahui pengaruh hubungan antara variabel yang mempengaruhi keputusan pembelian. Objek dalam penelitian ini adalah konsumen Clear Indonesia. Sampel penelitian ini berjumlah 140 responden yang disebar kepada setiap orang yang pernah membeli shampoo clear dan mempunyai media sosial instagram. Data dianalisis dengan menggunakan aplikasi Structural Positive and Equatrion Model (SEM) Partial Last Square (SmartPLS 3.2) untuk menguji semua hubungan antara variabel viral marketing, celebrity endorser dan brand image terhadap keputusan pembelian dalam model. Namun, viral marketing memiliki hubungan positif dan tidak signifikan terhadap keputusan pembelian. Hasilnya menetapkan bahwa celebrity endorser dan brand image yang menjadi alasan paling penting dalam menentukan keputusan pembelian. Kata Kunci: Viral Marketing, Celebrity Endorser, Brand Image, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/438
NIM: 43114120089
Uncontrolled Keywords: Viral Marketing, Celebrity Endorser, Brand Image, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 07 Aug 2020 07:48
Last Modified: 07 Aug 2020 07:48
URI: http://repository.mercubuana.ac.id/id/eprint/52331

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