PENGARUH VIRAL MARKETING, CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP PURCHASE DECISION PRODUK SOMETHINC PADA PLATFORM TIKTOK SHOP Di JAKARTA

Putra, Iwasaki Danda (2024) PENGARUH VIRAL MARKETING, CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP PURCHASE DECISION PRODUK SOMETHINC PADA PLATFORM TIKTOK SHOP Di JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Iwasaki Danda Puta 115210137 JA.pdf Download (1MB)

Abstract

(A) IWASAKI DANDA PUTRA (115210137)
(B) THE INFLUENCE OF VIRAL MARKETING, CELEBRITY ENDORSEMENT AND
BRAND IMAGE ON SOMETHINC PRODUCT PURCHASE DECISION ON TIKTOK
SHOP PLATFORM IN JAKARTA
(C) LKK
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to identify whether there is an influence of viral marketing,
celebrity endorsement and brand image on the purchase decision of Somethinc products
on the Tiktok shop platform in Jakarta. The sample selection technique used in this study
is a non-probability sampling technique with a purposive sampling method. The research
sample used was 155 Somethinc consumer respondents who use the Tiktok application who
are domiciled in Jakarta. Data analysis using the SEM method with the help of the
SmartPLS 3.0 application. The results of the study show that viral marketing has a positive
and significant effect on purchase decisions, celebrity endorsements have a positive and
significant effect on purchase decisions, brand image has a positive and significant effect
on purchase decisions.
(F) Viral Marketing, Celebrity Endorsement, Brand Image, Purchase Decision
(G) References
(H) Prof. Ir. Carunia Mulya Firdausy, MADE, Ph.D

(A) IWASAKI DANDA PUTRA (115210137)
(B) PENGARUH VIRAL MARKETING, CELEBRITY ENDORSEMENT DAN BRAND
IMAGE TERHADAP PURCHASE DECISION PRODUK SOMETHINC PADA
PLATFORM TIKTOK SHOP DI JAKARTA
(C) LKK
(D) MANAJEMEN PEMASARAN
(E) Abstrak: penelitian ini bertujuan untuk mengidentifikasi apakah terdapat pengaruh viral
marketing, celebrity endorsement dan brand image terhadap purchase decision produk
Somethinc pada platform Tiktok shop di Jakarta. Teknik pemilihan sampel yang digunakan
dalam penelitian ini adalah teknik non-probability sampling dengan metode purposive
sampling. sampel penelitian yang digunakan adalah sebanyak 155 responden konsumen
Somethinc yang menggunakan aplikasi Tiktok yang berdomisili di Jakarta. Data analisis
menggunakan metode SEM dengan bantuan aplikasi SmartPLS 3.0. Hasil penelitian
menunjukkan bahwa viral marketing berpengaruh positif dan signifikan terhadap purchase
decision, celebrity endorsement berpengaruh positif dan signifikan terhadap purchase
decision, brand image berpengaruh positif dan signifikan terhadap purchase decision.
(F) Viral Marketing, Celebrity Endorsement, Brand Image, Purchase Decision
(G) Referensi
(H) Prof. Ir. Carunia Mulya Firdausy, MADE, Ph.D

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	25 Jun 2025 06:57
Last Modified:	25 Jun 2025 06:57
URI:	https://repotest.untar.ac.id/id/eprint/47352

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