THE RISE OF VIRAL MARKETING AND BRAND AWARENESS INFLUENCE PURCHASE DECISIONS OF SOMETHINC PRODUCTS

Authors

  • Fahira Anindya
  • Herning Indriastuti UNIVERSITAS MULAWARMAN, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v7i1.8176

Abstract

The purpose of this study is to analyze and explain the effect of viral marketing and brand awareness on purchasing decisions for somethinc. The population in this study is people who use Somethinc products in Samarinda, Kalimantan Timur. The sampling technique uses a non-probability sampling approach with purposive sampling. With a total sample of 120 people. Data collection techniques using a questionnaire. The analysis was carried out using SmartPLS software version 3. This research is quantitative in nature. The results of this study indicate that the effect of viral marketing has a positive and significant effect on purchasing decisions; the effect of brand awareness has a positive and significant effect on purchasing decisions.

Author Biography

Herning Indriastuti, UNIVERSITAS MULAWARMAN

MANAGEMENT DEPARTMENT

References

Abdillah, W., & Hartono, J. (2015). Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis.

Abubakar, R. (2018). Manajemen Pemasaran.

Agesti, N., Ridwan, M. S., & Budiarti, E. (2021). The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace. International Journal of Multicultural and Multireligious Understanding, Volume 8(Issue 3), 496–507.

Andora Marisa & Yusuf Abdul. (2021). Pengaruh Viral Marketing Terhadap Keputusan Pembelian melalui Kepercayaan konsumen pada platform Shoppe. 20(2), 208–216. https://eprints.umm.ac.id/80863/

Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916

Fahrudin, M. F., & Yulianti, E. (2015). layanan terhadap keputusan pembelian nasabah Bank Mandiri Surabaya. Pengaruh Promosi, Lokasi, Dan Kualitas Layanan Terhadap Keputusan Pembelian Nasabah Bank Mandiri Surabaya, 5(1), 1–14. https://doi.org/10.14414/jbb.v5i1.385

Febrian, S. M. (2018). Keputusan Pembelian Produk Zara (Studi pada konsumen Zara Sun Plaza Medan). Skripsi, 94.

Ferdinand, A. (2014). Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan disertai Ilmu Manajemen. In Semarang: Universitas Diponegoro (p. 388).

Firmansyah, A. (2019). Pemasaran Produk dan Merek ( Planing & Strategy ).

Habibah, U. (2016). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Kota Bangkalan Madura. 1(1), 31–48.

Haryanto, Fawwazi, A. A., Kokom Komariah Muhammad, R. D., & Danial. (2021). Social and Viral Marketing analysis of purchase decision through tiktok applications. Jurnal Inovasi Bisnis 9, 9, 33–39.

Hidayati, L. (2018). Pengaruh Viral Marketing, Online Consumer Riviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 6(3), 77–84. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/24741

Inayati, L. S., & Wahyuni, D. U. (2017). Pengaruh Kesadaran Merek, Persepsi Kualitas,Asosiasi Merek, Dan Periklanan Terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen, 6(2461–0593), 2. https://ejournal.stiesia.ac.id/jirm/article/view/3064

Iriani, S. setyo, Nuswantara, D. A., & Kartika, Ajeng Dianing, P. (2021). The Impact of Government Regulations on Consumers Behaviour during the COVID-19 Pandemic: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 939–948. https://doi.org/10.13106/jafeb.2021.vol8.no4.0939

Irwansyah, M. R., Devi, S., & Dewi, L. G. K. (2019). The Influence Of Viral Marketing On Online Purchasing Decisions Of Students. December. https://doi.org/10.2991/teams-19.2019.21

Jerry & Ristania. (2013). Analisa Pengaruh Harga, Promosi dan Viral Marketing Terhadap Keputusan Pembelian pada “onlineshop†S-nexian melalui Facebook. 5(2), 131–161.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. In Journal of Consumer Marketing (Vol. 17, Issue 3). https://doi.org/10.1108/jcm.2000.17.3.263.3

Kholiq, I., & Sari, D. K. (2021). The Influence of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions on Make Over Cosmetic Products in Sidoarjo. Indonesian Journal of Innovation Studies, 15, 1–13. https://doi.org/10.21070/acopen.4.2021.3032

Kotler, & Armstrong. (2016). Principles of Marketing, Global Edition, 16th Edition. In Invasive Bladder Cancer.

Kotler, P., & Keller, K. L. (2016). Marketing Management.

Lekhanya, L. M. (2014). The Impact Of Viral Marketing On Corporate Brand Reputation. International Business & Economics Research Journal (IBER), 13(2), 213. https://doi.org/10.19030/iber.v13i2.8437

Maulida, A. R., Hermawan, H., Izzuddin, A., & Jember, U. M. (2022). Pengaruh Viral Marketing dan Brand Awareness Terhadap Keputusan Pembelian pada produk Keripik Pepaya Amartha. IX, 27–37.

Pradana, A. A., N Rachma, & Rahman, F. (2020). Pengaruh Pemasaran Viral, Selebriti Endorser Dan Kesadaran Merek Terhadap Keputusan Pembelian Lazada. Jurnal Ilmiah Riset Manajemen, 53(9), 1689–1699.

Rachman, T., & Mulyandi, J. (2021). Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian Skincare Somethinc. Jurnal Sosial Sains, 1(Vol. 1 No. 5 (2021): Jurnal Sosial dan Sains (SOSAINS)), 368–373. http://sosains.greenvest.co.id/index.php/sosains/article/view/81/118

Rayhaan, M. F., & Pasaribu, L. H. (2022). The Effects Of Viral Marketing , Celebrity Endorser And Brand Association Toward Purchase Decision Of Ms Glow Skincare Products. 5(36), 2392–2398.

Roy, D. (2022). Analyzing the Uses of Different Viral Marketing Techniques of Bank: a Study on a Commercial Bank. International Journal of Marketing Research Innovation, 6(1), 1–13. https://doi.org/10.46281/ijmri.v6i1.1565

Sandy, K., Thoyib, S., & Christianingrum. (2020). Pengaruh Viral Marketing dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Online Melalui Media Sosial Instagram Pada Mahasiswa Fakultas Ekonomi Universitas Bangka Belitung Angkatan 2016-2018. Holistic Journal of Management Research, I(Vol 1 No 1 (2020): Holistic Journal of Management Research), 17–26.

Siali, F., Jiayi, P., Shakur, M., & Ya’kob, S. A. (2016). Relationship Between Brand Equity and Consumer Purchase Decision: a Case of an International Brand of Footwear. International Journal of Service Management and Sustainability (IJSMS), 1(1), 58–75.

Suciningtyas, W. (2012). Pengaruh Brand Awareness, Brand Image, Dan Media Communication Terhadap Keputusan Pembelian. Management Analysis Journal, 1(1). https://doi.org/10.15294/maj.v1i1.505

Sudaryanto, S., Subagio, N. A., Awaliyah, I. N., Wulandari, D., & Hanim, A. (2019). Influence of brand image, price and promotion on consumer’s buying decision of fast moving consumer’s goods with culture as a moderating variable in basmallah retail store in Indonesia. International Journal of Scientific and Technology Research, 8(3), 85–92.

Sugiyono. (2017). Sugiyono.Pdf (pp. 49–281).

Tumbuan, W. J. F. A., Ekonomi, F., & Manajemen, J. (2019). Pengaruh Viral Marketing, Food Quality Dan Brand Trust Terhadap Keputusan Pembelian Produk Mom Milk Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 2721–2730. https://doi.org/10.35794/emba.v7i3.23736

Wandanaya, A. B. (2012). Pengaruh Pemasaran Online Terhadap Keputusan Pembelian Produk. CCIT Journal, 5(2), 174–185. https://doi.org/10.33050/ccit.v5i2.149

Wiludjeng, S., & Nurlela, T. S. (2013). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Pada Pt “X.†Proceeding Seminar Nasional Dan Call for Papers Sancall 2013, 1, 51–59.

Yanti, M. O. Z., & Sukotjo, H. (2016). Pengaruh Kesadaran Merek, Asosial Merek, dan Brand Image Terhadap Keputusan Pembelian Aqua. Jurnal Ilmu Dan Riset Manajemen, 5(5), 1–15. https://ejournal.stiesia.ac.id/jirm/article/viewFile/1557/1516

Yulianti et. al. (2019). Buku Manajemen Pemasaran_.pdf.

Zahra, A., & Idris. (2019). Effect of Viral Marketing, Promotions, Discounts and Store Atmosphere Purchase Decision (Case Study on Shoesholic Veteran Padang). 97(Piceeba), 278–283. https://doi.org/10.2991/piceeba-19.2019.33

Downloads

Published

2023-03-20

How to Cite

Anindya, F., & Indriastuti, H. (2023). THE RISE OF VIRAL MARKETING AND BRAND AWARENESS INFLUENCE PURCHASE DECISIONS OF SOMETHINC PRODUCTS. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(1), 173–183. https://doi.org/10.29040/ijebar.v7i1.8176

Issue

Vol. 7 No. 1 (2023): IJEBAR, VOL. 07 ISSUE 01, MARCH 2023

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Most read articles by the same author(s)