Pengaruh Viral Marketing dan Brand Awareness Terhadap Purchase Intention Produk Skincare Brand Korea Selatan
DOI:
https://doi.org/10.55606/optimal.v2i4.719Keywords:
Viral Marketing, Kesadaran Merek, Niat Membeli.Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Viral Marketing dan Brand Awareness terhadap Purchase Intention produk skincare brand Korea Selatan. Adapun sumber data pada penelitian ini merupakan data primer yang berasal dari sampel dengan kriteria merupakan konsumen produk skincare brand asal Korea Selatan dan berdomisili di JABODETABEK, dengan jumlah responden yang digunakan untuk data penelitian adalah sebanyak 210 responden. Metode penentuan sampel pada penelitian ini menggunakan teknik simple random sampling. Metode analisis data yang digunakan adalah metode Regresi Linier Berganda dengan menggunakan program SPSS 25. Hasil penelitian ini menunjukkan variabel viral marketing berpengaruh terhadap purchase intention. Variabel brand awareness tidak berpengaruh terhadap purchase intention. Lalu variabel viral marketing dan brand awareness secara simultan berpengaruh terhadap purchase intention.
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