SKRIPSI MBS

Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Ulang pada Es Coklat Cokot Cabang Laweyan Surakarta

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ABSTRACT

This research is motivated by the Research Gap from previous studies on
Viral Marketing and Brand Awareness and their influence on repurchase decisions.
However, many previous studies have not shown positive and significant results.
This study aims to analyze the effect of Viral Marketing and Brand Awareness on
repurchase decisions at Es Coklat Cokot, Laweyan Surakarta branch. This
research focuses on consumers who have bought Es Coklat Cokot at least twice,
are at least 17 years old, know the Es Coklat Cokot Tiktok account, and have seen
viral Es Coklat Cokot content. Sampling used purposive sampling technique with a
sample of 100 respondents. The type of research used is quantitative research. Data
analysis uses multiple linear regression analysis using the t statistical test as a
hypothesis test. The results showed that: (1) Viral Marketing variables have a
positive and significant effect on repurchase decisions. Based on the results of the
study, it can be seen that consumer knowledge about social media, involvement of
opinion leaders, product knowledge, information accessibility, and product word
of mouth in Viral Marketing affect repurchase decisions by consumers of Es Coklat
Cokot, Laweyan Surakarta branch. (2) Brand Awareness variable has a positive
and significant effect on repurchase decisions. Based on the research results, it can
be seen that consumers feel that there is a top of mind on the brand, ease and speed
in remembering and recognizing a brand so that it influences them to make repeat
purchase decisions at Es Coklat Cokot, Laweyan Surakarta branch.
Keywords: Viral Marketing, Brand Awareness, Repurchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 SAL p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 103 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Salma Rohmatush Sholihah

Versi lain/terkait

Lampiran Berkas

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