PENGARUH VIRAL MARKETING, PRODUCT QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK CIMORY YOGURT

Alexandra Putri Rossary, . (2025) PENGARUH VIRAL MARKETING, PRODUCT QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK CIMORY YOGURT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine, analyze, and prove the effect of viral marketing, product quality, and brand awareness on the purchase intention of Cimory Yogurt consumers. The sample in this study consisted of 100 respondents who are Cimory Yogurt consumers and live in the Jabodetabek area. Sampling was conducted using non-probability sampling method with purposive sampling technique. Data collection was obtained through distributing questionnaires online using Google Form. Data analysis was carried out descriptively and inferentially with the help of SmartPLS 4.0 software. The results showed that: (1) viral marketing has a significant effect on purchase intention, (2) product quality has a significant effect on purchase intention, and (3) brand awareness also has a significant effect on purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111064] [Pembimbing: Bernadin Dwi M] [Penguji 1: Dienni Ruhjatini] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords: Viral Marketing, Product Quality, Brand Awareness, Purchase Intention, Cimory Yogurt
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ALEXANDRA PUTRI ROSSARY
Date Deposited: 07 Aug 2025 08:03
Last Modified: 07 Aug 2025 08:03
URI: http://repository.upnvj.ac.id/id/eprint/39368

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