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All Journal Marine Fisheries: Jurnal Teknologi dan Manajemen Perikanan Laut Jurnal Bahana Manajemen Pendidikan JFMR (Journal of Fisheries and Marine Research) JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Jurnal Darussalam: Jurnal Pendidikan, Komunikasi dan Pemikiran Hukum Islam CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Safari : Jurnal Pengabdian Masyarakat Indonesia Profit: Jurnal Manajemen, Bisnis dan Akuntansi Prosiding Seminar Nasional Official Statistics Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Publikasi Ilmu Manajemen Journal of Management and Creative Business Jurnal Informatika Polinema (JIP) Journal Economic Excellence Ibnu Sina Jurnal Jalan Jembatan Inovasi Kesehatan Global
Muhammad Arif Rahman
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Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)

 1 
PENGARUH VIRAL MARKETING, CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE PADA GEN Z WOMEN DI KOTA BATAM Muhammad Arif Rahman; Husda, Nur Elfi
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 12 No 2 (2024): Volume 12 Nomor 2 Tahun 2024
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v12i2.9015

Abstract

The large number of skincare products and brands that have emerged has created a high level of competition. Every company is required to reach the desired target market. The target market can be achieved through consumer purchasing decisions. This target can be achieved with various factors, some of which are Viral Marketing, Celebrity Endorsement and Brand Image. This research aims to determine the influence of Viral Marketing, Celebrity Endorsement, and Brand Image on Purchasing Decisions for Gen Z Women's Skincare Products in Batam City. This type of research is descriptive quantitative. The research method is multiple linear regression. The sampling technique uses non-probability sampling techniques. The research sample was 97 respondents. Data was processed using the SPSS v25 program. The research results show that Viral Marketing does not have a positive and significant effect on Purchasing Decisions, Celebrity Endorsement has a positive and significant effect on Purchasing Decisions and Brand Image has a positive and significant effect on Purchasing Decisions. The magnitude of the influence of Viral Marketing, Celebrity Endorsement and Brand Image in explaining the Purchasing Decision variable is 70.6%.
Co-Authors Agus Setiaman Aidina Setiawan Putri Anastina Tahjoo Andreyan Rizky Baskara Anisah Anisah Arief Setyanto Dewa Gede Raka Wiadnya Dhafa Rania Intan Dian Wardiana Sjuchro Dipa Rizky Wijaya Farisa Mardiana Rahma Forme Onray Siallagan Fuad Fuad Gatut Bintoro Hanifa Ramadhani Hasan Syaiful Rizal Husda, Nur Elfi Irianies Cahya Gozali Irwan Jatmiko Ledhyane Ika Harlyan Lutfi Rahmatuti Maghfiroh Maisarah Maisarah Merry Christina Mohamad Fathurahman Muhammad Ghozaly Salim Naufal Hilda Bahtiar Nur Husna Nurjannah Nurjannah Puguh Budi Prakoso Rafli Endana Wilsony Rina Anindita Siti Rumenta Sonya Imelda Patrecia Tawang Firmansyah Thaibatun Nissa Tri Djoko Lelono Wahida Kartika Sari Yesika Nanda Pramurdya Yuslena Sari, Yuslena zulhelman