PENGARUH TERPAAN BUZZ MARKETING DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION PADA PRODUK NATURE REPUBLIC (Survei Pada Mahasiswa S1 Universitas Brawijaya Angkatan 2015-2018) - Dinah Fitri Maghfiroh; Edriana Pangestuti (Fakultas Ilmu Administrasi Universitas Brawijaya, 2019)
This study aimed to find out and analyze the influence of Buzz Marketing Exposure and Product Knowledge to Purchase Decision. The type of research used was explananatory with quantitative approach. The variables in this study consisted of independent variables and dependent variables. The independent variable was Buzz Marketing Exposure and Product Knowledge, while the dependent variable was Purchase Decision. This study used sample of 138 respondents who were Under Graduate students of University of Brawijaya in 2015-2018 who had bought and used Nature Republic products. The sampling method used in this study was nonprobability sampling with purposive sampling technique. Data analysis method used multiple linear regression. The results of this study indicated that the Buzz Marketing Exposure variable had a significant effect to Purchase Decision variable, the Product Knowledge variable had a significant effect to Purchase Decision variable, and Buzz Marketing Exposure and Product Knowledge had a simultaneous effect to Purchase Decision with Product Knowledge variable had the dominant influence. Keywords: Buzz Marketing Exposure, Product Knowledge, and Purchase Decision. АBSTRАK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Terpaan Buzz Marketing dan Product Knowledge terhadap Purchase Decision. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini terdiri dari variabel independen dan variabel dependen. Variabel independen yaitu Terpaan Buzz Marketing dan Product Knowledge, sedangkan variabel dependen yaitu Purchase Decision. Penelitian ini menggunakan sampel sebanyak 138 orang responden yang merupakan mahasiswa S1 Universitas Brawijaya angkatan 2015-2018 yang pernah membeli dan pernah menggunakan produk Nature Republic. Metode pengambilan sampel yang digunakan adalah nonprobability sampling menggunakan teknik purposive sampling. Metode analisis data menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Terpaan Buzz Marketing berpengaruh signifikan terhadap variabel Purchase Decision, variabel Product Knowledge berpengaruh signifikan terhadap variabel Purchase Decision, serta variabel Terpaan Buzz Marketing dan variabel Product Knowledge berpengaruh secara bersama-sama terhadap variabel Purchase Decision dengan variabel Product Knowledge yang pengaruhnya paling dominan. Kata Kunci: Terpaan Buzz Marketing, Product Knowledge, dan Purchase Decision.