Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Purchase Intention Produk Dessert Box

Authors

  • Shelylla Aprilydia putri Shelylla Aprilydia Putri
  • Corry Yohana
  • Muhammad Yusuf

Abstract

ABSTRACT

This study aims to determine the influence of viral marketing, celebrity endorser and brand awareness on the purchase intention of dessert box products. In obtaining data in this study used a survey method with Likert Type. In selecting respondents, purposive sampling was used, namely by considering several criteria, selected respondents who lived in the JABODETABEK area and had bought dessert box products. This questionnaire was then tested on 250 respondents. Then the data was processed using a simple linear regression analysis technique. From the test results it was found that there was a positive and significant influence between viral marketing, celebrity endorsers, and brand awareness on the purchase intention of dessert box products.

Keywords: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention.

 

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing, celebrity endorser dan brand awareness terhadap purchase intention produk dessert box. 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. Dari hasil pengujian tersebut didapati bahwa adanya pengaruh secara positif dan signifikan antara viral marketing, celebrity endorser, dan brand awareness terhadap purchase intention produk dessert box. 

Kata Kunci: Viral Marketing, Celebrity Endorser, Brand Awareness, Purchase Intention.

 

References

Divya, T., & Evanita, S. (2021). The Influence of Social Media and Celebrity Endorsers on Culinary Purchase Intention by Viral Marketing as a Mediating Variable. 1(1), 41–50. https://doi.org/10.24036/jkmb.xxxxxxxx

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3511716

Kemp, S. (2021). Digital 2021: Indonesia. Datareportal.com, 1–103.

Kotler, P., & Keller, L. K. (2008). Manajemen Pemasaran. Jakarta: Erlangga.

Liu, H., & Wang, Y. (2019). Interrelationships between Viral Marketing and Purchase Intention via Customer-Based Brand Equity. 7(2), 72–83. https://doi.org/10.12691/jbms7-2-3

Maruta, I. G. N. A. (2020). PURSUING PURCHASE INTENTION FROM ONLINE CUSTOMER : THE ROLE OF VIRAL MARKETING AND REFERENCE GROUP.

(7), 6881–6894.

McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of consumer research, 16(December), 310. https://doi.org/10.1016/b978-0-12-558702-0.50017-0

Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91. https://doi.org/10.26740/jim.v9n1.p91-101

Nugraha, Y. M. (2018). Analisis Potensi Promosi Pariwisata Halal Melalui E-Marketing Di

Kepulauan Riau. Penelitian Dan Karya Ilmiah, 3(2), 63. https://doi.org/10.25105/pdk.v3i2.2990

Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity

Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070

Rahardian, M. D., Kusumawati, A., & Irawan, A. (2019). Pengaruh Tagline Iklan Dan Celebrity Endorser Terhadap Brand Awareness Dan Minat Beli (Survei Pada Mahasiswa Program Sarjana Pengguna Smartphone Oppo F3 Plus Di Universitas Brawijaya). Jurnal Administrasi Bisnis, 75(1).

Sarah, S., Rachman, A., & Febrianti, T. (2019). Pengaruh Lifestyle, Design, dan Selebrity Endorser Terhadap Purchase Intention (Studi pada UMKM Cibaduyut, Bandung). Jurnal Indonesia Membangun, 18(3), 60–75.

Satrio, D., Priyanto, S. H. N., & K.N.A, A. (2020). Viral Marketing for Cultural Product: The Role of Emotion and Cultural Awareness to Influence Purchasing Intention. Montenegrin Journal of Economics, 16(2), 77–91.

Setiawan, I. B. P. A., & Aksari, N. M. A. (2020). Peran Brand Awareness Dalam Memediasi Pengaruh Celebrity Endorser Terhadap Purchase Intention. E-Jurnal Manajemen

Universitas Udayana, 9(6), 2352. https://doi.org/10.24843/ejmunud.2020.v09.i06.p15 Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, Dan R & D. Alfabeta.

Usman, O., & Yuwandara, S. Q. (2019). The Effect of Celebrity Endorser, Brand Image, Brand Awareness, and Social Media to Purchase Intentions.

Published

2022-01-01

How to Cite

putri, S. A., Yohana, C., & Yusuf, M. . (2022). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Purchase Intention Produk Dessert Box. Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 2(3), 769-786. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/276

Issue

Vol. 2 No. 3 (2021): Jurnal Bisnis, Manajemen, dan Keuangan

Section

Articles

Copyright (c) 2022 Shelylla Aprilydia putri, Corry Yohana, Muhammad Yusuf

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Most read articles by the same author(s)