Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening

Irawan, Anggi Septia; Misbach, Irwan

doi:10.21067/mbr.v4i2.5182

Cited by 5 publications

(4 citation statements)

References 7 publications

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“…Penggunaan jasa influencer dapat menjadi salah satu cara strategi pemasaran yang bisa dilakukan untuk meingkatkan rasa kepercayaan konsumen dalam berbelanja online [11]. Hal ini berdampak dalam mempengaruhi keputusan pembelian konsumen secara signifikan [12].…”

Section: Pendahuluanunclassified

Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0

Lailiyah,

Istiqomah

2023

INFEB

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The Social Era 5.0 presents significant changes in the marketing strategies used by companies in interacting with consumers. In this era, the role of Key Opinion Leaders (KOL) is becoming increasingly important in influencing consumer behavior and achieving company marketing objectives. Companies should focus on using digital platforms, social media and other new technologies to reach their target audience. The role of KOL is also very important in the Social Era 5.0 marketing strategy. KOL has great influence on digital platforms and can influence consumer preferences. Through their endorsements, product reviews and recommendations, KOL can help companies expand market reach and build consumer trust. Companies need to forge strong partnerships with KOLs relevant to their industry to achieve optimal marketing results. The Social 5.0 era requires companies to adopt marketing strategies that suit current technological characteristics and trends. By leveraging the latest digital and technology platforms, and forging strong partnerships with KOL, companies can achieve marketing success in this Social 5.0 Era. The data collection methods used in this research include identifying, evaluating, interpreting and searching for literature from various reliable sources such as reviewing journals related to the methods used both accredited local, national and international journals. The articles referred to in this study totaled 21 journal articles published from 2018-2022. Researchers collected the 20 articles from several journal search websites such as; google scholar, Crossref, and IEEE with the keywords Key Opinion Leader, Digital Marketing Strategy, and Social Era 5.0.

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Section: Pendahuluanunclassified

Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0

Lailiyah,

Istiqomah

2023

INFEB

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“…Menurut Wiludjeng dan Nurlela (2013: 54) dalam (Irawan, 2019), sub bab indikator viral marketing adalah sebagai berikut:…”

Section: Viral Marketingunclassified

Pengaruh Viral Marketing, Online Consumer Reviews, Harga, Dan Brand Ambassador Terhadap Keputusan Pembelian Secara Online Di Tokopedia

Najwah,

Chasanah

2023

-bus. econ. entrepre.

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In modern times, the internet has been considered as a necessity for many people. The use of the internet has changed consumer behavior from direct purchases in stores to online purchases. Online shopping makes it easy for consumers to shop without spending a lot of time and effort in stores. In addition to the convenience obtained in online shopping, it is important to have a marketing strategy in selling online, namely viral marketing, online consumer reviews, prices, and brand ambassadors. This study aims to determine the effect of viral marketing, online consumer reviews, prices, and brand ambassadors on online purchasing decisions at Tokopedia. The population of this research is all Tokopedia users in Indonesia. The method used is a quantitative method with data collection using purposive sampling which is distributed through a questionnaire on google form to 220 respondents. The data has been processed using multiple linear regression, validity and reliability tests, classical assumption tests, and hypothesis testing. The results show that: (1) Viral Marketing has a significant and positive influence on online purchasing decisions at Tokopedia (2) Online Consumer Reviews have a significant and positive influence on online purchasing decisions at Tokopedia (3) Price has a significant and positive influence on online purchasing decisions at Tokopedia (4) Brand Ambassadors have a significant and positive influence on online purchasing decisions at Tokopedia.Keywords: viral marketing, online consumer reviews, price, brand ambassador

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“…Hal ini sesuai dengan penelitian As'ad (2019) dalam penelitiannya menyatakan bahwa Viral Marketing untuk menyebar pemasaran sosial cukup efektif untuk menjangkau masyarakat karena dalam penerapannya proses penyebaran informasi yang menggunakan media sosial sangatlah cepat dan tidak mengenal waktu dan jarak dan dapat menghemat biaya yang dikeluarkan. Penelitian ini juga didukung oleh penelitian yang dilakukan oleh Irawan (2019).…”

Section: Pembahasan Pengaruh Viral Marketing Terhadap Keputusan Pembe...unclassified

Viral Marketing, Celebrity Endorsement dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan

Alfifto

Siringoringo

Hasman

2022

Jebma

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Penelitian ini bertujuan untuk mengetahui : (1) Pengaruh Viral Marketing terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (2) Pengaruh Celebrity Endorsement terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (3) Pengaruh Brand Awareness terhadap Keputusan Pembelian Pada Geprek Bensu Medan. Penelitian ini merupakan penelitian kuantitatif. Populasi seluruh konsumen yang membeli geprek bensu sejak tahun 2019-2021. Penelitian sampel dalam penelitian ini dilakukan dengan purposive sampling. Sampel yang diambil sebanyak 80 orang konsumen pada Geprek Bensu Medan. Teknik analisis data pada penelitian ini adalah analisis regresi linear berganda. Data penelitian bersumber dari kuesioner. Viral Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Celebrity Endorsement berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Brand Awareness berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan.

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Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening

Cited by 5 publications

References 7 publications

Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0

Literature Review: KOL Marketing sebagai Strategi Pemasaran Digital di Era Sosial 5.0

Pengaruh Viral Marketing, Online Consumer Reviews, Harga, Dan Brand Ambassador Terhadap Keputusan Pembelian Secara Online Di Tokopedia

Viral Marketing, Celebrity Endorsement dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan

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