Pengaruh Celebrity Endorser, Viral Marketing dan Brand Trust terhadap Keputusan Pembelian Sepatu Ventela - Freddia Yudha Permana; Kristina Anindita Hayuningtias (SEIKO : Journal of Management & Business, 2021)
Abstrak Adanya perkembangan fashion di indonesia dan dibarengi dengan banyaknya masyarakat yang mulai suka menggunakan produk dalam negeri membuat pelaku usaha usaha sepatu mengalami perkembangan tersendiri salah satunya yaitu sepatu sneakers. Banyaknya peminat sepatu sneakers berdampak pada bangkitnya merek lokal di pasaran. Peningkatan jumlah permintaan sepatu lokal tidak lepas dari peran media sosial, publik figur dan lain sebagainya. Penelitian ini bertujuan untuk menguji pengaruh celebrity endorser, viral marketing dan brand trust terhadap keputusan pembelian sepatu ventela. Penelitian ini menggunakan metode purposive sampling untuk memilih sampel dengan kriteria sampel minimal usia 17 tahun dan pernah membeli produk sepatu ventela minimal satu kali. Pengumpulan data menggunakan metode survey melalui google form dan memperoleh sebanyak 136 responden. Teknik analisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel celebrity endorser, viral marketing dan brand trust secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian sepatu ventela. Kata Kunci: Celebrity Endorser; Viral Marketing; Brand Trust; Keputusan Pembelian. Abstract The development of fashion in Indonesia and accompanied by the large number of people who began to like to use domestic products made shoe business actors experience their own development, one of which was sneakers. The large number of sneaker enthusiasts has an impact on the rise of local brands in the market. The increase in the number of requests for local shoes cannot be separated from the role of social media, public figures and so on. This study aims to test the influence of celebrity endorsers, viral marketing and brand trust on the purchase decision of ventela shoes. This study used the purposive sampling method to select samples with sample criteria of at least 17 years of age and had purchased ventela shoe products at least once. Data collection used the survey method through google form and obtained as many as 136 respondents. The analysis technique uses multiple linear regression analysis. The results of this study show that the variables of celebrity endorser, viral marketing and brand trust partially have a positive and significant effect on the purchase decision of ventela shoes. Keywords : Celebrity Endorser, Viral Marketing, Brand Trust, Purchasing Decision.