Image of Pengaruh Citra Merek, Kepercayaan Merek dan Pemasaran Viral Terhadap Keputusan Pembelian Produk Hand & Body Lotion Vaseline (Studi pada Konsumen di Kota Surakarta)

SKRIPSI MBS

Pengaruh Citra Merek, Kepercayaan Merek dan Pemasaran Viral Terhadap Keputusan Pembelian Produk Hand & Body Lotion Vaseline (Studi pada Konsumen di Kota Surakarta)

ABSTRACT

This research aims to determine the influence of brand image, brand trust,
and viral marketing on purchasing decisions for study Vaseline hand & body lotion
products among consumers in the city of Surakarta. The research method used in
this research is a quantitative method. The population in this study were consumers
of Vaseline hand & body lotion in the city of Surakarta.
The sampling technique used a non-probability sampling method with a
purposive sampling technique with a sample size of 100 respondents who lived in
Surakarta, had purchased Vaseline hand & body lotion, and had accessed social
media (Instagram & Tiktok). The data collection technique in this research uses a
questionnaire distributed online using Google Form.
The analysis techniques in this research use descriptive statistical analysis,
instrument tests (validity test and reliability test), classical assumption tests
(normality test, heteroscedasticity test, and multicollinearity test), multiple linear
regression analysis, model accuracy test (f test, and coefficient of determination ),
and hypothesis testing (t test) carried out with the help of SPSS 23 software. The
results of this research show that: 1) brand image has a positive and significant
effect on purchasing decisions. 2) brand trust has a positive and significant effect
on purchasing decisions. 3) viral marketing has a positive and significant effect on
purchasing decisions.
Keywords: Brand Image, Brand Trust, Viral Marketing, Purchase Decision.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 DWI p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 114 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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