PENGARUH CELEBRITY ENDORSER, VIRAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DESSERT BOX BITTERSWEET BY NAJLA CIBUBUR

PARAMITHA, DELIA (2021) PENGARUH CELEBRITY ENDORSER, VIRAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DESSERT BOX BITTERSWEET BY NAJLA CIBUBUR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of celebrity endorser, viral marketing and product quality on the purchase decision of Dessert Box Bittersweet by Najla Cibubur. The population in this study were all consumers who had bought the Bittersweet dessert box by Najla Cibubur and the number was unknown. With an unknown population, this study used a sample of 100 people. In this study, researchers used a purposive sampling technique. The data collection method used the Google Forms method with the research instrument being a questionnaire. The data analysis method in this study uses Multiple Linear Regression Analysis with statistical software program SPSS (Statical Package for Social Science) version 23. This study proves that Celebrity Endorser has a positive and significant effect on purchasing decisions. Viral marketing has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Keywords: Celebrity Endorser, Viral Marketing, Product Quality, Purchase Decision, Dessert Box. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser, viral marketing dan kualitas produk terhadap keputusan pembelian Dessert Box Bittersweet by Najla Cibubur. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah membeli dessert box Bittersweet by Najla Cibubur dan jumlahnya tidak diketahui. Dengan jumlah populasi yang tidak diketahui maka pada penelitian ini menggunakan sampel 100 orang. Dalam penelitian ini peneliti memakai teknik purposive sampling. Metode pengumpulan data menggunakan metode Google Formulir dengan instrumen penelitian adalah kuesioner. Metode analisis data dalam penelitian ini menggunakan Analisis Regresi Linier Berganda dengan program software statistic SPSS (Statical Package for Sosial Science) versi 23. Penelitian ini membuktikan bahwa Celebrity Endorser berpengaruh positif dan singnifikan terhadap keputusan pembelian. Viral marketing berpengaruh positif dan singnifikan terhadap keputusan pembelian. Kualitas Produk berpengaruh positif dan singnifikan terhadap keputusan pembelian. Kata Kunci: Celebrity Endorser, Viral Marketing, Kualitas Produk, Keputusan Pembelian, Dessert Box

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117310015
Uncontrolled Keywords: Celebrity Endorser, Viral Marketing, Kualitas Produk, Keputusan Pembelian, Dessert Box
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 > 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Nov 2024 03:32
Last Modified: 05 Nov 2024 03:32
URI: http://repository.mercubuana.ac.id/id/eprint/92743

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