Pengaruh viral Marketing, Celebrity Endorse, Brand Image dan Brand Awarenes Terhadap Keputusan Pembelian pada distro 3 Second di Surabaya

Ramadhan, Gilang Putra (2019) Pengaruh viral Marketing, Celebrity Endorse, Brand Image dan Brand Awarenes Terhadap Keputusan Pembelian pada distro 3 Second di Surabaya. Other thesis, Wijaya Kusuma Surabaya University.

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Abstract

This study aims to analyze the effect of viral marketing, celebrity endorser, brand image, and brand awareness on purchasing decisions on 3 second distros in Surabaya and analyze which variables have the most dominant influence on purchasing decisions in the 3 second distro in Surabaya. The population in this study were all consumers who visited the 3 second ditro in Surabaya. The sample used was 100 respondents with purposive sampling technique. Data collection techniques with questionnaires, while the analysis technique uses multiple linear regression analysis, and statistical tests (t test, F test and coefficient of determination). From the results of multiple linear regression analysis of the t test, it was found that viral marketing, celebrity endorser, brand image, and brand awareness variables partially had a significant effect on purchasing decisions in the 3 second distro in Surabaya, seen from the results of the t test of each variable everything is smaller than <0.05. From the results of the F test, it can be concluded that simultaneous viral variables marketing, celebrity endorser, brand image, and brand awareness have a significant effect on purchasing decisions in the 3 second distro in Surabaya, where F count> F table is 28,258> 2.711. From the results of the Standardized Coefficients Beta that the brand image variable is the variable that has the most dominant influence, seen from the Standardized Coefficients Beta of 0.364 which is greater than the value of other independent variables. Keywords: Purchase decisions, viral marketing, celebrity endorser, brand image, and brand awareness.

Item Type: Thesis (Other)
Additional Information: Purchase decisions, viral marketing, celebrity endorser, brand image, and brand awareness.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Gilang Putra
Date Deposited: 20 Feb 2019 04:07
Last Modified: 20 Feb 2019 04:07
URI: http://erepository.uwks.ac.id/id/eprint/3362

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