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Slamet
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Journal : Economic Reviews Journal

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Pengaruh Influencer Marketing dan Viral Marketing Terhadap Keputusan Pembelian Nadifa Ariya Maulinda; Slamet
Economic Reviews Journal Vol. 4 No. 2 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i2.735

Abstract

Purchase decisions are the primary goal of marketing, impacting a company's profitability through increased sales. The decision-making process is often influenced by external factors. Therefore, marketers need to understand the driving factors behind consumer preferences and provide information to reduce the risk of negative preferences. The rapid development of electronic media, particularly social media, facilitates easier access to information. Marketing strategies such as influencer marketing and viral marketing are used to expand the reach of product information. This study aims to examine the influence of influencer marketing and viral marketing on the purchase decision of Azarine sunscreen products in Malang City. This research uses a qualitative approach. The object of this study is Azarine sunscreen and its consumers as subjects, with an unknown probability category of population selection. The sampling technique used is purposive sampling. A total of 104 respondents in Malang City were obtained as samples. The research data was collected through a survey using a Likert-scale questionnaire distributed directly to the respondents. The data will be analyzed using descriptive analysis techniques and SmartPLS version 4 statistics. The results of this study indicate that: (1) Influencer marketing has a significant positive effect on the purchase decision of Azarine sunscreen products. (2) Viral marketing has a significant positive effect on the purchase decision of Azarine sunscreen products.
Co-Authors Agus Sulastio Agus Wiranata Agustinus Tamo Bapa Ahmad Muhibbin Ahmad Syauqy Mubarok Ainun Fitri Mughiroh Al-Farisi, Nizar Ahmad Alfanda, Dea Ali Mandan Alya Hasna Fauziyyah Angelina Anggraini, Maya Lestari Anik Gufron Anita Dewi U Anwari Ari Nuswantoro Arif Setia Sandi A. Asyifa Urohmah, Isma As’ady, Mustofa Atingul Chusna Budi Suhendro Dani Ramdani, Dani Denni Lesmana Dheanda Maurizta Chairunnisa diana kesumasari Dinasti Aprillia Dwi Ely Wardani Edward Ngii Eka Syahrul Afrian Elfrida Ratnawati Eniya Listiani Dewi Erlin Melani Ety TDC Fadilah Putri, Najah Faizal Rizky Yuttama Fikri Aris Munandar Fitrah Yuliawati Fitri Puji Rahmawati Fitria, Lailatul Gita Hindrawati Grace Maria Fitricia Panggabean Hamdani Hana Salsabila Hanan Izza Hanafi Hendriana, Benny Hery Susanto Indrayati Indrayati Ismil Mubarok Isnan Murdiansyah Istanto, Iwan Jamaliatul B Juhan Syah, Fahmi Kamarza Mulia, Kamarza Karima KHOIRUNNISA Kurnia Al Fandi La Welendo Laili, Afrohatul Lesmana, Denni Lianti Putri, Puspita Linda Aprillianti Lucy Nancy Simatupang Lukman Sholeh M Wildan Purnama M. Makruf Al Arif Manshur, Fauzan Al Mardhatillah Mariana Matsuri Maulidiyah Salim miftah nugroho Miswan Ramdani Mochammad Arifin Mohammad Jusak Mohammad Nurul Huda Muammar Makmur muhammad irfan Muhammad Irfan Muhammad Nufail Yaskur Muis, Ahmad Munajat Munajat, Munajat Nadifa Ariya Maulinda Nailul Falah, Nailul Naya Yasinta Ramadhanti Nina Oktarina Ningrum, Eva Veronika Cahya Nisa, Dea Izatin Nisa, Irma Naza ‘Aina Nu'man, Moh. Nuniek Nizmah Fajriyah Nur Husna Afandi, Alia Nurwijayanti Nuryanti Oktarina, Yetti Oktaviani Adhi Suciptaningsih Pahlewi, Reza Mina Pajri, Ari Purwati Latifah, Linatri Putra, Galih Rangga Ramadhan, Genta RATNAWATI Ria Ester Ridwan Syah Nuhun Rifka Uzma Wardati Riky, Moh. Rini Sriyani Rio Natanael Wijaya Riska Pristiani Rita Arbianti Rokhmat Arifianto Rosidi, Mohammad Rustamadji, Ryan Rafi Rustanto R Saddam Husein, Saddam Samsul Rosadi Santoso, Calvin Sartika, Farahiyah Sartika Setiani Shirly Rizki Kusumaningrum Sianipar, Ronald Sigit Adi Setiawan sigit prasojo Siti Aisyah Soekorini, Noenik Subekti Sudrajat, Umar Suhari Sulaiman , Robi Suryapranata, Bryan Tamo Bapa, Agustinus Tania Surya Utami Teguh Santoso Teguh Sutanto Tiur Elysabeth Tri Gunawan Trianingsih Eni Lestari Triwibowo, Deny Nugroho Tsamara Bunga Maulida Tutut Wurijanto Uus Ruswandi wicaksono, Samsiar Widana, Alit Widiastuti, Eko H Wildan Mahmudin Yanto Maulana Restu Yati, Mirta Dwi Yuswan Muharam