Pengaruh celebrity endorsement BTS, viral marketing, brand image terhadap keputusan pembelian menu BTS Meal - Nurafiyatus Sa’adah Aminin (Universitas Negeri Malang, 2022)
Abstract This study aims to determine the effect of Celebrity Endorsement of BTS, Viral Marketing, and Brand Image on Purchase Decisions of BTS Meal McDonald’s. This study uses quantitative methods and data collection using a questionnaire. The population in this study were McDonald's consumers who had purchased the BTS Meal menu, which sold to 96 respondents. The sampling technique used purposive sampling technique. The data analysis technique in this study used multiple linear regression analysis using the SPSS 26 for window program. The results of this study indicate that the BTS Celebrity Endorsement variable has a partially significant effect on Purchase Decisions, Viral Marketing has a partially considerable effect on Purchase Decisions, and Brand Image has a partially considerable effect on Purchase Decisions. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorsement BTS, Viral Marketing, serta Brand Image terhadap Keputusan Pembelian BTS Meal McDonald’s. Penelitian ini menggunakan metode kuantitatif, pengumpulan data menggunakan kuesioner. Populasi pada penelitian ini yakni konsumen McDonald’s yang pernah membeli menu BTS Meal yang berjumlah 96 orang responden. Teknik pengambilan sample menggunakan teknik purposive sampling. Teknik analisis data dalam penelitian ini menggunakan analisis regresi linier berganda menggunakan program SPSS 26 for window. Hasil dari penelitian ini menunjukkan bahwa variabel Celebrity Endorsement BTS berpengaruh signifikan secara parsial terhadap Keputusan Pembelian, Viral Marketing berpengaruh signifikan secara parsial terhadap Keputusan Pembelian, serta Brand Image berpengaruh signifikan secara parsial terhadap Keputusan Pembelian.