PENGARUH VIRAL MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA PALEMBANG

RAMADHANI, HASTI INDAH and Maulana, Ahmad and Mavilinda, Febria Hera (2022) PENGARUH VIRAL MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to analyze the influence of viral marketing and brand ambassadors toward purchase decisions on Scarlett Whitening products in Palembang city. The research method used is a quantitative method. The data used in this research are primary data and secondary data. The sampling technique used was non-probability sampling with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified. The analysis tools in this research are simultaneous test (F test), partial test (T test) and multiple regression analysis. The results showed that the viral marketing and brand ambassador variables simultaneously had a positive effect on purchase decisions, as evidenced by the calculated F value > F table, which was 22.856 > 3.09 and a significance level of 0.00 < 0.05. The viral marketing variable partially has a significant effect with T count > T table, namely 5.335 > 1.98, with a significance value of 0.00 > 0.05. While the brand ambassador variable partially has no significant effect on purchase decisions with T count < T table, namely 0.461 < 1.98, with a significance value of 6.46 > 0.05. The dominant variable influencing was viral marketing, as evidenced by the beta (B) value of 0.646.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	viral marketing, brand ambassador, purchase decisions
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Hasti Indah Ramadhani
Date Deposited:	23 Sep 2022 04:38
Last Modified:	23 Sep 2022 04:38
URI:	http://repository.unsri.ac.id/id/eprint/79504

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