Pengaruh fanatisme, viral marketing, attractiveness of influencer marketing dan content marketing terhadap purchase intention produk pop mart labubu di wilayah Surabaya Barat

Cahyani, Anastasya Febby Anggita (2025) Pengaruh fanatisme, viral marketing, attractiveness of influencer marketing dan content marketing terhadap purchase intention produk pop mart labubu di wilayah Surabaya Barat. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Tujuan Penelitian ini difokuskan untuk menganalisis faktor pendorong purchase intention produk Pop Mart boneka Labubu melalui fanatisme, viral marketing, attractiveness of influencer marketing dan content marketing di Surabaya Barat. Hasil penelitian ini didapatkan melalui metode kuantitatif dan purposive sampling. sampel penelitian ini berjumlah 150 responden dari populasi masyarakat yang memiliki minat beli dan mengetahui produk Pop Mart boneka Labubu di wilayah Surabaya Barat. Analisis statistik komperhensif dilakukan menggunakan SPSS statistic 20 yang mencangkup uji validitas serta reliabilitas, uji asumsi klasik, regresi linear berganda, koefisien determinasi dan uji-t. hasil analisis mengungkapkan bahwa fanatisme, viral marketing dan content marketing berpengaruh dalam meningkatkan purchase intention. Akan tetapi attractiveness of influencer marketing tidak menunjukkan pengaruh terhadap purchase intention produk Pop Mart boneka Labubu di Surabaya Barat. Kata kunci: Fanatisme, Viral Marketing, Attractiveness of Influencer Marketing dan Content Marketing

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Fanatisme, Viral Marketing, Attractiveness of Influencer Marketing dan Content Marketing
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Anastasya Febby Anggita Cahyani UWKS
Date Deposited:	26 Aug 2025 02:10
Last Modified:	26 Aug 2025 02:10
URI:	http://erepository.uwks.ac.id/id/eprint/20732

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