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Journal : EPI International Journal of Engineering

The Impact of Viral Stealth Marketing on Consumers' Buying Interest on Cosmetic Products Rezki natsir, Andi Dian Sry; Riskawati, Riskawati; Lestari, Rianti Indah; Junianti, Fitri; Wardana, Anita
EPI International Journal of Engineering Vol 7 No 2 (2024): Volume 7 Number 2, August 2024
Publisher : Center of Techonolgy (COT), Engineering Faculty, Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25042/epi-ije.082024.01

Abstract

The concept of viral stealth marketing has been actively used by marketers to make products well received in society. Stealth marketing is one of the digital marketing strategies that advertises a product or service to someone, without them realizing that they are becoming a marketing object. Stealth Marketing is more commonly found on social media platforms today such as Facebook or Instagram compared to traditional advertising media such as newspaper, TV and radio broadcasts. Influencer as a service provider is becoming more general in this method of marketing. Cosmetic products are products that are often marketed with the viral stealth marketing method. Recommendations of cosmetic products from people we know will be easier to accept. Data collection was carried out by conducting a survey on the age group of Gen Z. Data processing using paired t-test and F-test. The results of the paired t-test found that there was a difference in the buying interest of consumers who received product promotion treatment (B1) with the group of consumers who received agent recognition treatment (B2) with a significance value of 0.000. Meanwhile, the results of the F-test show that the presence of agent recognition treatment affects consumers' buying interest in indicators of seeking information, trying products, knowing more, and the desire to own products. This result indicates a change in the buying interest of consumers to cosmetic products when they are aware of the use of viral stealth marketing promotion methods.
Co-Authors A.Dian Sry Rezki Natsir Abdurahman Abdurrahman Aco, Putri Mawa Sari Adhikara, Rio Adindi, Satria Agus, Nurfadillah Ahmad Afif Ainun Jariyah Akhfar, Mariani Amir Lukum, Amir Ana Dhiqfaini Sultan, Ana Dhiqfaini Anaska, Asty Andriani, Miftakul Ansar, Asnaeni Anti Kinas, Arni Arief Fitrah Istiyanto Aslim, Muhammad Auliyani, Siti Auri, Amilda Azalia Fajri Yasin Baharuddin , Hendra Baharuddin, Hendra Barumbun, Mardyanto Baso Akib Bertha Mangallo Bintang Ekananda Bratasena, I Gede Nyoman Budiarti Putri Uleng Burhanuddin, Husnul Fatihah Damayanti Damayanti Dewi Hikmah Marisda Eli Ermawati Eliyah Acantha Manapa Sampetoding Fadillah, Ummu Farah Fajar, Farid Fajar, Rahmat Fajri, Nofias Fakhrimantho, Agus Farida, Anif Fati , Mersedes Fatihanursari, Fatihanursari Fitrah, Andi Nurul Gafur, Muzna Ardin Abdul Greys, Priskilia Hadijah Hadijah Handayani, Yuni Hardianti, Fatimah Harmonika, Sri Hasan Hasan Hasan, Nurhikmah Hasin, Ardiansah Hasnah Natsir Hendra Hendra HERI TAHIR Herisman , Muh. Herman, Nurul Muthmainnah Herman, Nurul Mutmainnah Hilmi Najamudin, Muhammad Hudriati, Andi Humaira MS, A. Musfira Dwi Idriani, Reski Idris, Ihfa Indira Nurnaifah Iin, Iin Irfanita, Resky Irnawati Irnawati Jafar, Agustina Jalil, Erniwati Jasruddin Daud Malago Juliana, Ana Junianti, Fitri Kaso Sanusi, Dirgah Kesya, Kesya Khaeruddin Khaeruddin Kurnia, Fira Lestari, Rianti Indah Lisalohit, Sulaiman Lubis, Deli Anggraeni Made Diah Ratna Dewi Mahmudah, Zuhrotul Malibela, Yulia Katrina Mappease, Muh Yusuf Mappeasse, Muh Yusuf Mardiana, Lina Marhani Marhani MARIA VERONIKA ROESMININGSIH Maruapey, Ajang Maswati Baharuddin Mayor, Felia Imelda Mega, Bayu Lesta Melati, Amelia Puspita Mohammad Arief Nur Wahyudien Muh. Khalifah Mustami MUHAMMAD HASBI Muhammad Ikhsan Muhammad Irham Muhammad Kasran Muliana, Eka Sri Muliana, Nur Munawarah Munawarah, Munawarah Musaad, Ishak Mutahharah Hasyim, Mutahharah Nauw, Yulia Wimar Ni Luh Saras Santi Nock M, Jesika Novi Indah Earlyanti Noviyanti Noviyanti, Noviyanti Nur Diana Nur Khaerani Busri Nur Samsi, Andi Nurazmi, Nurazmi Nurbaedah, Nurbaedah Nurhasmi Nurhasmi Nurlina Nurlina Nursam Nursam NURUL ANNISA Nurwijayanti Padliani, Iin Pani, Rahmayatul Ponisri, Ponisri Pratama, Annisa Putri Putri, Astrina Wulan Raba Natahanie Rahman, Maulidah Rahmatullah, Azwar Rahmawati, Rahmawati Ratnawati Ratnawati Rawi, Rais Dera Pua Rezki Hamzah, Ria Rizki Rinaldi, Ade Rombe, Wanti Rosalina, Febrianti Rusdi, Puspitasari Rusdin, Rini Febriani Sangadji, Zulkarnain Sanusi, Dirgah Kaso Sari, Erlika Satriani Satriani Satrul, Hairul Saleh Seniwati Dali Sri Agustini Sri Rosita Sri Wulan, Sri Sudirman Sudirman Sukmawati Sukmawati Sulaiman, Lisaholit SULFIANA, SULFIANA Suma, Aldi Sumarlin Mus Suparni Sampetan, Suparni Susi Ekawati Taqwin, Muhammad Thahir, Nur Fadillah Tjandi, Yunus Tonang, Aliya Putri Tri Handayani Amaliah Utami, Ni Wayan Mega Savira Wakiah, Nurul Wardan, Kharisma Dewi Sukma Wardana, Anita Watie, Ritha Hima Widiasih, Widiasih Winarti, Widya Yulianti Yusal, Yulianti Yunus, Sitti Rahma Yusri Handayani Yusri Yusri Zaenab, Syarifah Zakariah, Mohd Ihwan Bin