Yulinda Afriani, . (2025) PENGARUH VIRAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SNACK TRAY HAUS DIMEDIASI MINAT BELI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of social media has driven significant changes in the consumption behavior of younger generations, including in the food and beverage sector. Snack Tray Haus, as an innovation introduced by Haus Indonesia, has gained wide attention through the spread of viral content across various digital platforms. However, despite the high level of exposure, complaints have emerged regarding inconsistencies in the product quality received by consumers. This situation highlights the need to examine the influence of viral marketing and product quality on purchase decisions. This study aims to analyze and verify the influence of viral marketing and product quality on the purchase decisions of Snack Tray Haus, both directly and through purchase intention as a mediating variable. The research employed a quantitative approach by distributing questionnaires to 100 Generation Z respondents who are active social media users and have purchased Snack Tray Haus. Data analysis was conducted using PLS-SEM through SmartPLS 4.1.1.6. The results indicate that viral marketing and product quality do not have a direct influence on purchase decisions. Conversely, viral marketing has a direct effect on purchase intention, while product quality does not. Purchase intention directly affects purchase decisions and mediates the influence of viral marketing and product quality, reinforcing its role as a key factor in driving consumer purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111033} [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Ketua Penguji: Maria Assumpta Wikantari] {Penguji 1: Dea Delia Lestari] |
| Uncontrolled Keywords: | Product Quality, Purchase Intention, Purchase Decision, Snack Tray Haus, Viral Marketing. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | YULINDA AFRIANI |
| Date Deposited: | 06 Apr 2026 07:37 |
| Last Modified: | 06 Apr 2026 07:37 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41644 |
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