PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK DESSERT BOX

SHELYLLA APRILYDIA PUTRI, . (2021) PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK DESSERT BOX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing, celebrity endorser, dan brand awareness terhadap purchase intention produk dessert box dengan waktu penelitian selama enam bulan dari bulan Januari 2021 hingga bulan Juni 2021. Dalam memperoleh data dalam penelitian ini, digunakan metode survei dengan Likert Type. Pada pemilihan responden digunakan purposive sampling yaitu dengan mempertimbangkan beberapa kriteria, dipilih responden yang berdomisili di daerah JABODETABEK dan pernah membeli produk dessert box. Kuesioner ini kemudian diuji kepada 250 responden. Kemudian data diolah dengan menggunakan teknik analisis regresi linier sederhana menggunakan software IBM SPSS 22. Dari hasil pengujian hipotesis diketahui bahwa adanya pengaruh secara positif dan signifikan antara viral marketing terhadap purchase intention, pengaruh secara positif dan signifikan antara celebrity endorser terhadap purchase intention, dan pengaruh positif dan signifikan antara brand awareness terhadap purchase intention produk dessert box. Kata Kunci: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention. This study aims to find out the influence of viral marketing, celebrity endorser, and brand awareness on the purchase intention of dessert box products with a research time of six months from January 2021 to June 2021. In obtaining the data in this study, a survey method with Likert Type was used. In the selection of respondents used purposive sampling that is by considering several criteria, selected respondents who are domiciled in jabodetabek area and have purchased dessert box products. The questionnaire was then tested to 250 respondents. Then the data is processed using a simple linear regression analysis technique using IBM SPSS 22 software. From the results of hypothesis testing it is known that there is a positive and significant influence between viral marketing on purchase intention, positive and significant influence between celebrity endorser on purchase intention, and positive and significant influence between brand awareness of purchase intention dessert box products. Keyword: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Corry Yohana, MM ; 2. Muhammad Yusuf, SE., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 10721 not found.
Date Deposited:	31 Aug 2021 05:42
Last Modified:	31 Aug 2021 05:42
URI:	http://repository.unj.ac.id/id/eprint/18729

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