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All Journal Jurnal Kebidanan Jurnal Ilmiah Universitas Batanghari Jambi Journal of Islamic Medicine Jurnal Nasional Komputasi dan Teknologi Informasi Journal of Information System, Applied, Management, Accounting and Research MULTINETICS JURNAL ILMIAH OBSGIN : Jurnal Ilmiah Ilmu Kebidanan & Kandungan PREPOTIF : Jurnal Kesehatan Masyarakat REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Indonesian Journal of Global Health research Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Sistem Informasi Jurnal Kesehatan Tambusai MAHESA : Malahayati Health Student Journal Journal of Public Health Innovation (JPHI) Journal of Nursing Practice and Education Akasia: Artikel Ilmiah Sistem Informasi Akuntansi Jurnal EduHealth Reputasi: Jurnal Rekayasa Perangkat Lunak Jurnal Sehat Indonesia (JUSINDO) Health Dynamics Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health Brilliant International Journal of Management and Tourism
Sulistiyah
Universitas Bina Sarana Informatika
Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Transportation Veterinary Other

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Journal : Brilliant International Journal of Management and Tourism

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The Influence of Viral Marketing, Influencer Marketing, and Consumer Reviews on Purchase Decisions for La Roche-Posay Products: A Study of La Roche-Posay Users in Tulungagung Nila Nafisatul Bashiroh; Sulistiyah Sulistiyah; Lina Trisnawati; Aina Izzati Zuhria
Brilliant International Journal Of Management And Tourism Vol. 5 No. 3 (2025): October: Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i3.6007

Abstract

The development of digital technology drives changes in consumer behavior in the process of searching for information and making purchasing decisions, especially for skincare products. La Roche-Posay as one of the international dermocosmetic brands has experienced increasing popularity in Indonesia along with the development of viral marketing, influencer marketing, and consumer reviews on various digital platforms. This study aims to analyze the influence of Viral Marketing, Influencer Marketing, and Consumer Reviews on Purchasing Decisions of La Roche-Posay products in Tulungagung. The approach used is quantitative research with an associative research type. The population in this study were La Roche-Posay product users in Tulungagung, with a purposive sampling technique and a total of 100 respondents. Primary data were obtained through the distribution of Likert scale questionnaires and analyzed using multiple linear regression. The results showed that Viral Marketing, Influencer Marketing, and Consumer Reviews had a positive and significant effect both partially and simultaneously on Purchasing Decisions. The coefficient of determination (R²) value of 0.63 indicates that the three independent variables are able to explain 63% of the purchasing decision variables, while the rest is influenced by other factors outside the research model. These findings confirm that digital marketing strategies through viral content, influencers, and consumer reviews play a crucial role in increasing skincare product purchasing decisions in the digital era, particularly for the La Roche-Posay brand in Tulungagung.
Co-Authors Agus Junaidi Aina Izzati Zuhria Alfia, Siti Nur Alim, Zainal Anik Sri Purwanti Anik Sri Purwanti Asep Sayfulloh Deisylia Karim Dhea Nazlyta Rusman Dimas Hogie Sei Naga Djalinalbun Kalunalr Eka Lestari Duwila Erdi Yani Fadholi , Arief Fanimah Hi Yusup Faroha, Kuni Fatmawati Fatmawati Febrina Idas Wara Halwani, Horidatul Haryanto Haryanto Haryanto Haryanto Hilmiy, Silviana Wahidah Ifyan, Rhenda Ainkarisma Iif Wahyu Kusumawati Ika Yuniva Imron Imron Indriani Hippy Jannah, Siti Nurul Jenie Sundari Keswara, Nila Widya Lestari Ayu Lina Trisnawati Maulina, Rifzul Mauludiah, Putri Miftah Nur Afidah Mudhofir, Luthfi Mutiara Fitri Mufidah, Afidatus Titik Zahrotul Mukti Rahajeng Nila Nafisatul Bashiroh Nur Ali Farabi Nurhayati, M Sinta Nurwijayanti Pratama, Ryan Juska Pratiwi, Nanda Anastasya Purwoko, Agus Putri, Yofa Hemalia Rachmat Hidayat Rachmat Hidayat Raden Maria Veronika Widiatrilupi Reny Retnaningsih Rosmiati, Mia Rosyidah Alfitri Saffrilia, Rieza Junava Sari Dewi Siwi, Clairine Limpad Rosa Soleha, Lailatul Badriatus Sulima, Sulima Sunarya Sunarya Susanti Susanti tut rayani aksohini Tut Rayani Aksohini Wijayanti Widia Ilmiah Widia, Raden Maria Veronika Yanasein, Yanasein Zangga, Mardiana Ina