Lina Ramadhanti, . (2022) ANALISIS STRATEGI PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING BY FELICYA ANGELISTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a quantitative research with primary data sources. Respondents from this study are consumers who have or are currently using Scarlett Whitening by Felicya Angelista products, with a total of 100 respondents living in the Jabodetabek. This study uses purposive sampling technique as a data collection technique. The data analysis technique in this research is to use descriptive and inferential data analysis. Based on the results of data processing using t-statistics on Smart PLS, there are results from influencer marketing that have a significant effect on purchasing decisions with a path coefficient value of 0.500. And there are also results from viral marketing that have a significant effect on purchasing decisions with a path coefficient value of 0.390.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1710111006] [Pembimbing: Miguna Astuti] [Penguji 1: Jenji Gunaedi Argo] [Penguji 2: Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Purchasing Decision, Influencer Marketing, Viral Marketing, Scarlett Whitening by Felicya Angelista. |
| Subjects: | L Education > L Education (General) L Education > LB Theory and practice of education |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Lina Ramadhanti |
| Date Deposited: | 12 Jul 2022 04:56 |
| Last Modified: | 12 Jul 2022 04:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/18260 |
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