Adhaliza Salsabila Arnita, . (2024) PENGARUH VIRAL MARKETING, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK F&B. Skripsi thesis, Universitas Pembangunan Nasional "Veteran" Jakarta.
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Abstract
The increasing internet penetration in Indonesia has driven various business sectors, including the F&B industry, to utilize digital platforms for marketing. However, rapid changes in consumer preferences driven by viral trends often lead to a decline in interest to purchase F&B products once the trend fades. Viral marketing efforts also pose challenges, such as long queues that may discourage consumers from completing purchases. Information dissemination through viral content provides recommendations that help build brand image, but unmet expectations compared to real consumer experiences can harm the brand image. Additionally, F&B product quality is often criticized due to unappealing presentations that do not match menu images. This study aims to examine, analyze, and verify the effects of viral marketing, brand image, and product quality on purchasing decisions of F&B products. Employing a quantitative research method, the study sampled 100 Millennial and Gen Z consumers residing in Jabodetabek who have purchased products from Very Good Brand in Blok M. Using SEM-PLS for analysis, the findings reveal that (1) Viral marketing significantly affects F&B purchase decisions, (2) Brand image significantly affects F&B purchase decisions, and (3) Product quality significantly affects F&B purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111002] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Miguna Astuti] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Viral Marketing, Brand Image, Product Quality, Purchase Decision, F&B Products |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Adhaliza Salsabila Arnita |
| Date Deposited: | 19 Feb 2025 01:56 |
| Last Modified: | 19 Feb 2025 01:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34220 |
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