PENGARUH VIRAL MARKETING, PRODUCT QUALITY, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK BITTERSWEET BY NAJLA

ALFIYYAH RIZKY SHALIHAH, . (2025) PENGARUH VIRAL MARKETING, PRODUCT QUALITY, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK BITTERSWEET BY NAJLA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing, product quality, dan perceived price terhadap purchase intention melalui brand image sebagai variabel mediasi pada produk Bittersweet by Najla. Penelitian ini dilatarbelakangi oleh fenomena meningkatnya minat beli konsumen yang dipengaruhi oleh strategi pemasaran digital, khususnya viral marketing melalui media sosial, serta pentingnya kualitas produk dan persepsi harga yang sesuai. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 270 responden yang merupakan konsumen Bittersweet by Najla di wilayah Jakarta, Tangerang, dan Bekasi. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan bahwa viral marketing, product quality, dan perceived price berpengaruh positif dan signifikan terhadap brand image. Selain itu, brand image terbukti berpengaruh positif dan signifikan terhadap purchase intention. Brand image mampu memediasi pengaruh viral marketing dan product quality terhadap purchase intention secara signifikan. Namun, brand image tidak mampu memediasi pengaruh perceived price terhadap purchase intention. Temuan ini menunjukkan bahwa strategi viral marketing yang kuat dan kualitas produk yang baik dapat membentuk citra merek yang positif sehingga meningkatkan minat beli konsumen, sedangkan persepsi harga lebih berpengaruh langsung terhadap purchase intention tanpa melalui brand image. ***** This study aims to analyze the influence of viral marketing, product quality, and perceived price on purchase intention through brand image as a mediating variable for Bittersweet by Najla. This research is motivated by the phenomenon of increasing consumer purchasing interest influenced by digital marketing strategies, particularly viral marketing through social media, as well as the importance of product quality and appropriate price perception. This study used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 270 respondents, Bittersweet by Najla consumers in Jakarta, Tangerang, and Bekasi. Data analysis was performed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) using the SmartPLS 3.0 application. The results showed that viral marketing, product quality, and perceived price had a positive and significant effect on brand image. Furthermore, brand image was shown to have a positive and significant effect on purchase intention. Brand image significantly mediated the influence of viral marketing and product quality on purchase intention. However, brand image did not mediate the influence of perceived price on purchase intention. These findings indicate that a strong viral marketing strategy and good product quality can build a positive brand image, thereby increasing consumer purchasing interest. While price perception has a more direct influence on purchase intention without going through brand image.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., MM. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Alfiyyah Rizky Shalihah .
Date Deposited:	05 Aug 2025 07:11
Last Modified:	05 Aug 2025 07:11
URI:	http://repository.unj.ac.id/id/eprint/58018

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