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All Journal Jurnal Publikasi Ekonomi dan Akuntansi
Marchetia, Alva Ade
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Viral Marketing Dan Purchase Intention Terhadap Brand Equity Kasus Pada Kampanye Produk Azzarine Marchetia, Alva Ade; Romadhoni , Buyung; M. Hidayat
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 1 (2026): Januari: Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i1.5500

Abstract

The purpose of this study is to determine the effect of viral marketing and purchase intention on brand equity in the Azzarine product campaign. The sample of this study was 100 people. The sampling technique used characteristics. The type of data used in this study is primary data with multiple regression methods and using SPSS 25 for windows. The results of the study indicate that viral marketing has a positive and insignificant effect on brand equity and purchase intention has a positive and insignificant effect on brand equity in the Azzarine product campaign. The need to increase viral marketing and purchase intention in order to improve brand equity as a whole.  
Co-Authors M. Hidayat Romadhoni, Buyung