PENGARUH CELEBRITY ENDORSER, VIRAL MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Deodorant Pria Merek Rexona)

BAHARUDIN, ACHMAD IQBAL (2021) PENGARUH CELEBRITY ENDORSER, VIRAL MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Deodorant Pria Merek Rexona). Undergraduate thesis, Universitas Stikubank.

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Abstract

Saat ini banyak diproduksi deodoran dari banyak perusahaan dengan berbagai merek, seperti Rexona, Axe dan Casablanca. Berdasarkan data, merek Rexona mengalami fluktuatif (turun dan naik), hal ini diduga Rexona pada tahun 2018 menekan biaya promosinya sehingga TBInya menurun. Sedangkan tahun 2019 meningkatkan promosinya sehingga TBInya kembali meningkat. Sedangkan TBI Axe dan Casablanca selama tiga tahun mengalami peningkatan. Banyak faktor dapat mempengaruhi keputusan pembelian, tetapi dalam penelitian ini dianalisis melalui seperti celebrity endorser, viral marketing dan citra merek. Tujuan penelitian ini adalah untuk menganalisis pengaruh celebrity endorser, viral marketing dan citra merek terhadap keputusan pembelian. Populasi penelitian ini adalah konsumen yang melakukan pembelian deodoran pria merek Rexona pada Toko Candra, Jl. Pandanaran No. 97, Semarang yang jumlahnya tidak diketahui secara pasti. Sampel yang diambil 96. Teknik pengambilan sampel dalam penelitian ini dilakukan dengan teknik non random/acak jenis purposive sampling. Jenis data yang digunakan adalah primer dan sekunder. Teknik pengumpulan data yang digunakan adalah kuesioner. Teknik analisis yang digunakan adalah analisis analisis regresi berganda. Hasil penelitian menunjukkan bahwa : (1). Celebrity Endorser berpengaruh positif terhadap Keputusan Pembelian. (2). Viral Marketing berpengaruh positif terhadap Keputusan Pembelian. (3). Citra Merek berpengaruh positif terhadap Keputusan Pembelian. ABSTRACT Currently, many deodorants are produced from many companies with various brands, such as Rexona, Axe and Casablanca. Based on the data, the Rexona brand has fluctuated (down and up), this is suspected by Rexona in 2018 to reduce its promotional costs so that its TBI has decreased. Meanwhile, in 2019 increasing its promotion so that the TBI will increase again. Meanwhile, TBI Axe and Casablanca for three years experienced an increase. Many factors can influence purchase decisions, but in this study analyzed through such as celebrity endorser, viral marketing and brand image. The purpose of this study was to analyze the effect of celebrity endorser, viral marketing and brand image on purchase decisions. The population of this study were consumers who purchased male deodorant brand Rexona at Candra Stores, Jl. Pandanaran No. 97, Semarang whose number is not known with certainty. Samples were taken 96. The sampling technique in this study was carried out by using non-random / random purposive sampling. The types of data used are primary and secondary. The data collection technique used was a questionnaire. The analysis technique used is multiple regression analysis. The results showed that: (1). Celebrity Endorser has a positive effect on Purchase Decisions. (2). Viral Marketing has a positive effect on Purchase Decisions. (3). Brand Image has a positive effect on Purchase Decisions.

Item Type:	Thesis (Undergraduate)
Additional Information:	SKR.V.05.51.1802 NIM 16.05.51.0214
Uncontrolled Keywords:	Kata Kunci : Celebrity Endorser, Viral Marketing, Citra Merek dan Keputusan Pembelian
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis > Program Studi Manajemen
Depositing User:	Lisa Noviani Maghfiroh
Date Deposited:	07 May 2021 04:35
Last Modified:	07 May 2021 04:35
URI:	https://eprints.unisbank.ac.id/id/eprint/7637

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