PENGARUH INFLUENCER MARKETING, BRAND AWARENESS DAN KOMUNIKASI PEMASARAN (VIRAL MARKETING) DI SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN

Nadea Apriliani; Sri Ekowati

doi:10.36085/jems.v4i2.5491

Authors

Nadea Apriliani Universitas Muhammadiyah Bengkulu
Sri Ekowati Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.36085/jems.v4i2.5491

Abstract

This study aims to determine the effect of influencer marketing, brand awarreness, and marketing communication (viral marketing) in social media on purchasing decisions for implora products at Bengkulu Muhammadiyah University students, both partially and simultaneously. There are several factors that will be discussed in this study, including influencer marketing, brand awareness, and marketing communication (viral marketing). The object of this research is management students at Muhammadiyah University of Bengkulu, totaling 175 people. In this study the authors used data collection methods by means of observation, interviews and distributing questionnaires. Data analysis techniques in this study, using instrument tests, classical assumption tests, respondent response analysis, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis. The results showed that influencer marketing has a positive and significant effect on purchasing decisions, then brand awareness has a positive and significant effect on purchasing decisions and marketing communication (viral marketing) has a positive and significant effect on purchasing decisions. So, from the results of the research that has been done, it can be concluded that influencer marketing, brand awareness and marketing communication (viral marketing) have a partial and simultaneous effect on purchasing decisions for implora products for students of the muhammadiyah university of Bengkulu.

Keywords: Influencer Marketing, Brand Awareness, Marketing Communication (Viral Marketing) and Purchasing Decisions.

References

Ana, S. S. (2021). Analisis Komparasi Brand Trust Dan Brand Awareness Terhadap Loyalitas Konsumen Pada Produk Kosmetik MS GLOW Dan Naavagreen Di Surabaya (Doctoral dissertation, Universitas 17 Agustus 1945 Surabaya)

Cinthya Ryana Sari, & Agus Molana Hidayat, S.E., M. S. (2021). Pengaruh Influencer Marketing Dan Kualitas Produk Terhadap Universitas Telkom the Influence of Influencer Marketing and Product Quality on Purchasing Decisions At Uniqlo. E-Proceeding of Management, 8(2), 1361–1368.

Durianto, D. (2004). Strategi Menaklukkan Pasar:Melalui Riset Ekuitas dan Perilaku Merek. Jakarta. Gramedia Pustaka Utama.

Dwitama, B. (2020). Pengaruh Viral Marketing terhadap Keputusan Pembelian Boba Drinks pada Generasi Milenial di Jakarta.

Ekowati, S., Yulinda, A. T., & Megawati, M. (2022). Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina Ms Glow Kota Bengkulu. Creative Research Management Journal, 5(2), 10-19.

Kaplan, Andreas M., and Michael Haenlein. 2011. “Two Hearts in Three-Quarter Time: How to Waltz the Social Media/Viral marketing Dance.” Business Horizons 54(3):253–63. doi: 10.1016/j.bushor.2011.01.006.

Kertamukti, R. (2015). Strategi Kreatif Dalam Periklanan. Depok: PT RajaGrafindo Persada

Kotler, Phillip dan Keller,Kevin Lane. 2009. Manajemen Pemasaran Jilid 1. Jakarta: Erlangga.

Kotler, Phillip dan Keller,Kevin Lane. 2009. Manajemen Pemasaran Jilid 2. Jakarta: Erlangga.

Manajemen, S. N., Akuntasi, E., Ekonomi, F., Kediri, U. N. P., Nusantara, U., Kediri, P., Kh, J., Dahlan, A., Mojoroto, K., & Kediri, K. (2022). Pembelian Produk Scarlett Whitening Dalam Aplikasi Tiktok Shop. Seminar Nasional Manajemen, Ekonomi Dan Akuntasi Fakultas Ekonomi Dan Bisnis UNP Kediri PENGARUH, 6(1), 529–538.

Maulida, A. R., Hermawan, H., & Izzuddin, A. (2022). Pengaruh Viral Marketing Dan Brand Awareness Terhadap Keputusan Pembelian. Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(1), 27–37. https://doi.org/10.37606/publik.v9i1.260

Mulyaputri, V. M., & Sanaji, S. (2021). Pengaruh Viral Marketing dan Brand Awareness terhadap Niat Beli Merek Kopi Kenangan di Kota Surabaya. Jurnal Ilmu Manajemen, 9(1), 91. https://doi.org/10.26740/jim.v9n1.p91-101

Ningrum, S. P., Tobing, R. P., Bisnis, F., Media, U., & Citra, N. (2022). Pengaruh Viral Marketing dan Brand Awareness Terhadap Purchase Intention Produk Skincare Brand Korea Selatan. 2(4).

Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.

Pradana, D., & Hudayah, S. (2017). Pengaruh harga kualitas produk dan citra merek brand image terhadap keputusan pembelian motor The influence of price of product quality and brand image of brand image on motor purchasing decision. 14(1), 16–23.

Pratama, C. A. Z., Dewi, R. S., & Wijayanto, A. (2022). Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 59–69. https://doi.org/10.14710/jiab.2022.33406

Smuda. (2018). Influencer Marketing.A Measurement Instrument To Determine The Credibility Of Influencers.

Supangkat, A. S., & Pudjoprastyono, H. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140–149. https://doi.org/10.32795/widyamanajemen.v4i2.2875

Sutoto, D. P. (2021). Pengaruh Influencer, Harga, Kualitas Produk Terhadap Keputusan Pembelian Generasi Z (Studi Pada Usia 11-26 Tahun di Instagram Makanan Penutup bittersweet by Najla).

Uyuun, S. N., & Dwijayanti, R. (2022). Pengaruh Influencer Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa FEB UNESA. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 1(2), 164–174.

Wijaya, K. (2021). Pengaruh Viral Marketing Dam Kesadaran Merek Terhadap Minat Beli Dengan Kepercayaan Konsumen Sebagai Variabel Mediasi.

Windy Yusmidah Futri Harahap. (2022). Pengaruh Marketing Influencer Dan Komunikasi Pemasaran (Viral Marketing) Di Social Media Terhadap Keputusan Pembelian Produk Ms Glow Pada Mahasiswa Uin Suska Riau. הארץ, 8.5.2017, 2003–2005.