Pengaruh Personal Branding Arief Muhammad Terhadap Purchase Intention Melalui Viral Marketing Di Instagram - Damayanti, Kirana Ratry; Hussein, Ananda Sabil (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2023)
Culinary industry is experiencing a rapid progress especially with the support of technological advancement. Therefore, more culinary business people develop their enterprises through digital marketing. Baso Aci Akang, using Arief Muhammad as their influencer, uses viral marketing strategy to increase sales. The objective of this research is to identify the effect of personal branding and viral marketing on purchase intention. Using non-probability sampling method and purposive sampling technique, 165 people with the minimum age of seventeen years and follow the Instagram account of Arief Muhammad were selected as the samples. The data analysis was performed in SmartPLS 3.0. Based on the hypothesis testing, this study finds that personal branding using Arief Muhammad influences viral marketing, that viral marketing increases consumer’s purchase intention, that personal branding using Arief Muhammad affects purchase intention, and that viral marketing mediates the effect of personal branding using Arief Muhammad on consumers’ intention to purchase Baso Aci Akang. Abstrak Industri kuliner mengalami perkembangan yang sangat pesat apalagi didukung dengan perkembangan teknologi yang membuat para pelaku usaha kuliner mengembangkan usaha mereka melalui digital marketing. Baso Aci Akang bersama Arief Muhammad sebagai seorang influencer menggunakan strategi Viral Marketing untuk meningkatkan penjualan produk. Penelitian ini dilakukan untuk mengetahui pengaruh Personal Branding, viral merketing & Purchase Intention produk. Jenis penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel menggunakan non-probability sampling serta metode purposive sampling. Sampel yang digunakan adalah 165 responden dengan ketentuan minimal berusia 17 tahun, serta mengikuti akun Instagram Arief Muhammad. Analisis data menggunakan SmartPLS 3.0. Berdasarkan hasil pengujian dari keempat hipotesis, dapat disimpulkan bahwa: (1) Personal Branding Arief Muhammad dapat berpengaruh terhadap Viral Marketing, (2) Viral Marketing dapat meningkatkan Purchase Intention konsumen terhadap suatu produk, (3) Personal Branding Arief Muhammad berpengaruh terdahap Purchase Intention, (4) Viral Marketing dapat memediasi pengaruh seorang Personal Branding Arief Muhammad terhadap Purchase Intention Baso Aci Akang.