Arfandi, Mohammad Wilham and Moh. Erfan Arif,, SE., MM. (2022) The Effect Of Viral Marketing And Brand Awareness On Purchase Intention In The Promotion Of Kopi Gilus Mix On Youtube. Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh viral marketing dan brand awareness terhadap purchase intention. Jenis penelitian ini adalah penelitian deskriptif, yang menjelaskan tentang sifat dan sifat penelitian. Teknik pengambilan sampel menggunakan non-probability sampling dan purposive sampling. Penelitian ini menggunakan 128 responden dengan melakukan survei melalui kuesioner online. Sampel penelitian terdiri dari responden berusia diatas 18 tahun dan responden yang pernah menggunakan Platform YouTube di channel RANS Entertainment sebagai subscriber dan viewer (non subscriber). Pengujian SEM- PLS digunakan untuk menganalisis data dengan bantuan SmartPLS3.0. Hasil hipotesis dapat disimpulkan bahwa Viral Marketing tidak berpengaruh signifikan terhadap Purchase Intention. Brand Awareness berpengaruh signifikan terhadap Purchase Intention. Dalam penelitian ini dapat disimpulkan bahwa variable viral marketing tidak mampu menarik purchase intention produk Kopi Gilus Mix sedangkan variable brand awareness mampu menarik purchase intention.
English Abstract
The purposes of this research is to examine the effect of viral marketing and brand awareness on purchase intention. The type of this study is descriptive research that explains the characteristic and nature of the research. The sampling technique uses non-probability sampling and purposive sampling. The research collected data from 128 respondents by conducting a survey through online questionnaire. The research sample consisted of respondents aged over 18 years and respondents who had subscribed and were viewers (non-subscribers). to RANS Entertainment YouTube channel. SEM-PLS testing were used to analyzed the data with SmartPLS. From the results of the hypotheses testing, it can be concluded that viral marketing has not significant effect on purchase intention. Brand awareness has significant effect on purchase intention. In this study, it can be said that the viral marketing variable is not able to attract purchase intentions for Kopi Gilus Mix products while the brand awareness variable is able to attract purchase intentions
Other obstract
-
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422020012 |
| Uncontrolled Keywords: | Viral Marketing, Kesadaran Merek, dan Niat Beli, Viral Marketing, Brand Awareness, and Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Nov 2022 02:00 |
| Last Modified: | 10 Nov 2022 02:00 |
| URI: | http://repository.ub.ac.id/id/eprint/196240 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
MOHAMMAD WILHAM ARFANDI.pdf Restricted to Registered users only until 31 December 2024. Download (2MB) |
Actions (login required)
 |
View Item |