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All Journal Operations Management and Information System Studies
Telsi Divya
Universitas Negeri Padang
Decision Sciences, Operations Research & Management

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The influence of social media and celebrity endorsers on culinary purchase intention by viral marketing as a mediating variable Telsi Divya; Susi Evanita
Operations Management and Information System Studies Vol. 1 No. 1 (2021): Operations Management and Information System Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (729.875 KB) | DOI: 10.24036/omiss.v1i1.9

Abstract

This paper aims to determine the influence of social media (foodgram) and celebrity endorser on purchase intention culinery in Padang viral marketing as the mediation variable. The sample in study is 100 in Padang Society. Data processed using Smart PLS 3.0. The result of this research are: (1) social media has a positive and significant effect on purchase intention culinery in Padang, (2) celebrity endorser has a possitive and significant effect on purchase intention culinery in Padang, (3) social media has a positive and significant effect on viral marketing,(4) celebrity endorser has a positive and significant effect on viral marketing, (5) viral marketing has a possitive and significant on purchase intention culinery in Padang, (6) social media has a positive and significant effect on purchase intention culinery in Padang with viral marketing as the mediation variable, (7) celebrity endorser has a positive and significant effect on purchase intention culinery in Padang with viral marketing as the mediation variable.
Co-Authors Susi Evanita