PENGARUH VIRAL MARKETING, ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI ORAQLE (STUDY PADA KONSUMEN ORAQLE BANDAR LAMPUNG)
| Main Author: | RIDHO ANGGI SUPINDO, 1516051024 |
|---|---|
| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
UNIVERSITAS LAMPUNG
, 2019
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/60043/1/1.%20ABSTRAK.pdf http://digilib.unila.ac.id/60043/2/2.%20SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/60043/3/3.%20SKRIPSI%20FULL%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/60043/ |
Daftar Isi:
- ABSTRAK PENGARUH VIRAL MARKETING, ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI ORAQLE (STUDY PADA KONSUMEN ORAQLE BANDAR LAMPUNG) Oleh RIDHO ANGGI SUPINDO Tujuan penelitian ini adalah untuk mengetahui “Pengaruh Viral Marketing, Endorser dan Brand Image terhadap Keputusan Pembelian di ORAQLE”, Baik secara parsial maupun secara simultan terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Metode pengumpulan data kuesioner. Analisis data yang digunakan analisisis regresi linier sederhana dan analisis regresi linier berganda. sampling yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 100 orang. Pengujian hipotesis menggunakan uji T, uji F, dan uji R2 . Pada penelitian ini dapat diketahui bahwa secara parsial variabel viral marketing (X1) thitung = 11,342 > tTabel = 1,664, endorser (X2) thitung = 3,433 > tTabel = 1,664 , brand image (X3) thitung = 4,356 > tTabel = 1,664 berpengaruh signifikan terhadap keputusan pembelian (Y). Secara simultan viral marketing (X1), endorser (X2), brand image (X3) berpengaruh signifikan terhadap keputusan pembelian (Y). Nilai koefesien R2 dengan melihat nilai R Square sebesar 0,861 atau 86,1% Kata kunci : Viral Marketing, Endorser, Dan Brand Image, Keputusan Pembelian ABSTRACT THE INFLUENCE OF VIRAL MARKETING, ENDORSER AND BRAND IMAGE TO CONSUMER BUYING DECISIONS IN ORAQLE (STUDY ON CONSUMEN ORAQLE STORE IN BANDAR LAMPUNG) BY RIDHO ANGGI SUPINDO The aimed of this study was to find out the "Influence of Viral Marketing, Endorsers and Brand Image to consumer buying Decisions at ORAQLE", partially or simultanly. This type of research is an explanatory research with a quantitative approach. collection data methods used Questionnaire . Analysis of the data used multiple linear regression analysis. The sampling used was purposive sampling with the number of respondents as many as 100 people. Hypothesis testing using the T test, F test, and R2 test. In this study it can be seen that partially viral marketing variable (X1) tcount = 11,342> tTable = 1,664, endorser (X2) tcount = 3,433> tTable = 1,664, brand image (X3) tcount = 4,356> tTable = 1,664 purchase (Y). . Simultaneously viral marketing (X1), endorser (X2), brand image (X3) have a significant effect on purchasing decisions (Y). Coefficient value R2 by looking at the R Square value of 0.861 or 86.1% Keywords: Viral Marketing, Endorsers, and Brand Image, Purchasing Decisions