PENGARUH INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN BITTERSWEET BY NAJLA

Muhammad Miftahul Fathurrahman, . (2021) PENGARUH INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN BITTERSWEET BY NAJLA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Bittersweet By Najla is known as a marketer who uses influencer marketing and viral marketing methods. Although this method is known as a powerful marketing method, sales of new products marketed using influencer marketing and viral marketing are not in line with the old products that people are familiar with. This study aims to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a descriptive quantitative study with the object of research being Bittersweet By Najla consumers in Jabodetabek. The sample is 100 respondents with purposive sampling technique. This research hypothesis was tested using SmartPLS 3.0 with the results (1) There is a significant influence of influencer marketing on purchasing decisions of 0.425 (2) There is a significant influence of viral marketing on purchasing decisions of 0.346 (3) There is an influence of influencer marketing and viral marketing on purchasing decisions of 0.509.

Item Type: Thesis (Skripsi)
Additional Information: {No Panggil;1710111234} {Pembimbing:Diana Triwardhani} {Penguji 1;Lina Ariyani} {Penguji 2;Heni Nastiti}
Uncontrolled Keywords: Influencer marketing, Viral marketing, Purchase Decisions
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muhammad Miftahul Fathurrahman
Date Deposited: 23 May 2022 11:51
Last Modified: 23 May 2022 11:51
URI: http://repository.upnvj.ac.id/id/eprint/13120

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