Pengaruh viral marketing, celebrity endorser dan brand association terhadap purchase decision produk skincare MS Glow = The effects of viral marketing, celebrity endorser and brand association toward purchase decision of MS Glow skincare products

Rayhaan, Muhammad Fathur (2022) Pengaruh viral marketing, celebrity endorser dan brand association terhadap purchase decision produk skincare MS Glow = The effects of viral marketing, celebrity endorser and brand association toward purchase decision of MS Glow skincare products. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan untuk melihat bahwa adanya pengaruh yang dihasilkan oleh Viral Marketing, Celebrity Endorser dan Brand Association terhadap Purchase Decision produk skincare MS Glow. Metode pengambilan dan pengumpulan data yang digunakan dalam penelitian ini adalah dengan cara menyebarkan kuesioner kepada responden dengan teknik non probability sampling. Pengolahan data yang dilakukan didalam penelitian ini adalah dengan menggunakan Partial Least Squared – Structural Equation Modelling (PLS – SEM) dengan menggunakan bantuan program Smart PLS 3.3.3. Hasil yang didapatkan dalam penelitian menunjukkan bahwa Viral Marketing tidak berpengaruh positif terhadap Purchase Decision dari konsumen produk skincare MS Glow, hasil selanjutnya menyatakan bahwa Celebrity Endorser berpengaruh positif terhadap Purchase Decision dari produk skincare MS Glow dan hasil yang terakhir menunjukkan bahwa Brand Association berpengaruh positif terhadap Purchase Decision dari produk skincare MS Glow. / This study aims to see the influence generated by Viral Marketing, Celebrity Endorser and Brand Association on Purchase Decision of MS Glow skincare products. The method of collecting data that has been used in this research is by distribution of questionnaires to respondents using non-probability sampling technique. The data processing carried out in this research is by using Partial Least Squared – Structural Equation Modeling (PLS – SEM) using the help of the Smart PLS 3.3.3 program. The results obtained in the study indicate that Viral Marketing does not have a positive effect on Purchase Decisions from consumers of MS Glow skincare products, the next results state that Celebrity Endorser has a positive effect on Purchase Decisions of MS Glow skincare products and the last result shows that Brand Association has a positive effect on Purchase Decision of MS Glow skincare products.

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