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All Journal Bisma: Jurnal Bisnis dan Manajemen
Rahmawati, Yessica Gustya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PERAN CITRA MEREK SEBAGAI MEDIASI PENGARUH CELEBRITY ENDORSER DAN VIRAL MARKETING TERHADAP MOTIVASI KEPUTUSAN PEMBELIAN OREO X BLACKPINK Rahmawati, Yessica Gustya; Suryaningsih, Ika Barokah; Musmedi, Didik Pudjo
Bisma: Jurnal Bisnis dan Manajemen Vol. 17 No. 3 (2023)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/bisma.v17i3.42225

Abstract

This research aims to examine the role of brand image as a mediator variable in the influence of celebrity endorser and viral marketing on decision motivation to purchase Oreo X Blackpink. This research was designed using explanatory research. Respondents were Blackpink fans who use social media Twitter in Indonesia. The sample used was 112 respondents with purposive sampling as the sampling method. Path analysis is a data analysis method that was used in this research. The results showed that: (1) Celebrity endorser has a significant and positive effect on brand image; (2) Viral marketing has a significant and positive effect on brand image; (3) Celebrity endorser has a significant and positive effect on purchase decision motivation; (4) Viral marketing has a significant and positive effect on purchase decision motivation; (5) Brand image has a significant and positive effect on purchase decision motivation; (6) Celebrity endorser has a significant and positive effect on purchase decision motivation through brand image; (7) Viral marketing has a significant and positive effect on purchase decision motivation through brand image.
Co-Authors Didik Pudjo Musmedi Ika Barokah Suryaningsih