PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN DISTRIBUTION INTENSITY TERHADAP PURCHASE DECISION MELALUI BRAND PREFERENCE PADA KONSUMEN MINUMAN KEKINIAN

MUHAMMAD AFRIZA RIFKI ALFAREZ, . (2024) PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN DISTRIBUTION INTENSITY TERHADAP PURCHASE DECISION MELALUI BRAND PREFERENCE PADA KONSUMEN MINUMAN KEKINIAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Muhammad Afriza Rifki Alfarez, 2024 : Pengaruh Viral Marketing, Brand Awareness, dan Distribution Intensity Terhadap Purchase Decision Melalui Brand Preference Pada Konsumen Minuman Kekinian. Skripsi, Jakarta: Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Andi Muhammad Sadat, SE., M.Si., Ph.D & Rahmi, S.E., M.S.M., Tujuan penelitian ini adalah untuk mengetahui peran dari viral marketing, brand awareness, distribution intensity terhadap purchase decision melalui brand preference. Metode pengumpulan data pada penelitian ini menggunakan metode survei yang dilakukan secara online menggunakan Google Form. Sampel yang digunakan peneltiian ini adalah 232 responden dengan kriteria masyarakat yang berdomisili Jabodetabek, dengan usia minimal 17 tahun, dan pernah membeli produk Mixue dalam 6 bulan terakhir. Analisis data menggunakan metode SEM dengan memanfaatkan perangkat lunak SPSS versi 25 dan AMOS versi 24. Hasil peneltiian menunjukkan bahwa viral marketing berpengaruh positif dan signifikan terhadap brand preference pada konsumen Mixue di wilayah Jabodetabek, brand awareness berpengaruh positif dan signifikan terhadap brand preference pada konsumen Mixue di wilayah Jabodetabek. Distribution intensity berpengaruh positif dan signifikan terhadap brand preference pada konsumen Mixue di wilayah Jabodetabek. Viral marketing berpengaruh positif dan signifikan terhadap purchase decision pada konsumen Mixue di wilayah Jabodetabek. Brand awareness berpengaruh positif dan signifikan terhadap purchase decision pada konsumen Mixue di wilayah Jabodetabek. Distribution intensity berpengaruh positif dan tidak signifikan terhadap purchase decision pada konsumen Mixue di wilayah Jabodetabek. Brand preference berpengaruh positif dan signifikan terhadap purchase decision pada konsumen Mixue di wilayah Jabodetabek. Selain itu, penelitian ini juga mampu memperkaya pengetahuan tentang bagaimana cara perusahaan dalam menentukan tempat usaha yang tepat untuk menjangkau pasar atau konsumennya. Kedekatan lokasi outlet pada merek Mixue menciptakan lebih banyak kesadaran merek dibandingkan menciptakan keputusan pembelian konsumen. Sehingga ketersediaan outlet Mixue berkontribusi lebih besar terhadap kesadaran merek dibandingkan keputusan pembelian. Hal ini dikarenakan konsumen tidak semata mata memilih produk minuman Mixue berdasarkan kedekatan lokasinya, namun lebih kepada kesadaran akan merek tersebut. ********** The purpose of this study was to determine the role of viral marketing, brand awareness, distribution intensity on purchase decisions through brand preference. The data collection method in this study uses a survey method conducted online using Google Form. The sample used in this research was 232 respondents with the criteria of people who live in Jabodetabek, with a minimum age of 17 years, and have purchased Mixue products in the last 6 months. The results showed that viral marketing has a positive and significant effect on brand preference among Mixue consumers in the Jabodetabek area, brand awareness has a positive and significant effect on brand preference among Mixue consumers in the Jabodetabek area. Distribution intensity has a positive and significant effect on brand preference for Mixue consumers in the Jabodetabek area. Viral marketing has a positive and significant effect on purchase decisions for Mixue consumers in the Jabodetabek area. Brand awareness has a positive and significant effect on purchase decisions for Mixue consumers in the Jabodetabek area. Distribution intensity has a positive and insignificant effect on purchase decisions for Mixue consumers in the Jabodetabek area. Brand preference has a positive and significant effect on purchase decisions for Mixue consumers in the Jabodetabek area. In addition, this research is also able to enrich knowledge about how companies determine the right place of business to reach their market or consumers. The proximity of outlet locations to the Mixue brand creates more brand awareness than creating consumer purchasing decisions. So that the availability of Mixue outlets contributes more to brand awareness than purchasing decisions. This is because consumers do not solely choose Mixue beverage products based on the proximity of their location, but rather awareness of the brand.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE.,M.Si.,Ph.D. ; 2). Rahmi, S.E.,M.S.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 21964 not found.
Date Deposited:	14 Mar 2024 01:37
Last Modified:	14 Mar 2024 01:37
URI:	http://repository.unj.ac.id/id/eprint/45274

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