Influence of Viral Marketing, Celebrity Endorsement, and Brand Awareness on Purchase Decision of Specs in Sidoarjo
Unduhan
Penelitian ini bertujuan untuk menguji pengaruh viral marketing, celebrity endorsement, dan brand awareness terhadap keputusan pembelian produk Specs di Sidoarjo. Metode yang digunakan adalah kuantitatif dengan pendekatan survei, dimana data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden yang merupakan konsumen atau calon konsumen produk Specs. Teknik analisis data yang digunakan adalah regresi linier berganda dengan bantuan software PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa viral marketing, celebrity endorsement, dan brand awareness berpengaruh positif dan signifikan secara simultan maupun parsial terhadap keputusan pembelian. Temuan tersebut menggarisbawahi pentingnya strategi pemasaran digital dan pemanfaatan figur publik dalam membangun brand awareness dan mendorong keputusan konsumen. Rekomendasi bagi perusahaan adalah terus mengoptimalkan ketiga strategi tersebut untuk meningkatkan daya saing di pasar yang semakin kompetitif.
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