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

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.

 

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.