Salsabila, Coeniesyah Syahla and Saiful Rahman Yuniarto, S. Sos. MAB. (2023) Pengaruh Viral Marketing dan Buzz Markerting terhadap Brand Awareness (Survei pada followers Tiktok @scarlett_whitening di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan pengaruh antara Viral Marketing terhadap Brand Awareness, 2) Mengetahui dan menjelaskan pengaruh antara Buzz Marketing terhadap Brand Awareness, dan 3) Pengaruh Viral Marketing dan Buzz Marketing terhadap Brand Awareness. Penelitian ini menggunakan jenis penelitian explanatory research melalui pendekatan kuantitatif. Jumlah sampel digunakan dalam penelitian ini sebanyak 152 responden yang mana merupakan followers Tiktok @scarlett_whitening di Kota Malang, berusia 18-24 tahun, dan pernah melihat konten baik video endorse ataupun iklan produk scarlett pada aplikasi Tiktok dalam kurun waktu 3 s.d 4 bulan terakhir. Metode analisis data pada penelitian ini menggunakan software SPSS for windows dan metode pengumpulan sampel menggunakan metode purposive sampling. Hasil penelitian ini menunjukkan bahwa Viral Marketing (X1) secara langsung berpengaruh positif dan signifikan terhadap Brand Awareness (Y). Buzz Marketing (X2) secara langsung berpengaruh positif dan signifikan terhadap Brand Awareness (Y). Serta Viral Marketing dan Buzz Marketing (X2) berpengaruh simultan dan signifikan terhadap Brand Awareness (Y).
English Abstract
This research aims to: 1) Know and explain the influence between Viral Marketing on Brand Awareness, 2) Know and explain the influence between Buzz Marketing on Brand Awareness, and 3) The influence of Viral Marketing and Buzz Marketing on Brand Awareness. This study uses explanatory research through a quantitative approach. The number of samples used in this study were 152 respondents who are Tiktok @scarlett_whitening followers in Malang City, aged 18-24 years, and have seen content either endorse videos or scarlett product advertisements on the Tiktok application within the last 3 to 4 months. The data analysis method in this study used SPSS for windows software and the sample collection method used purposive sampling method. The results of this study indicate that Viral Marketing (X1) directly has a positive and significant effect on Brand Awareness (Y). Buzz Marketing (X2) directly has a positive and significant effect on Brand Awareness (Y). And Viral Marketing and Buzz Marketing (X2) simultaneously and significantly affect Brand Awareness (Y).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030919 |
| Uncontrolled Keywords: | Viral Marketing, Buzz Marketing, Brand Awareness |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 21 Mar 2024 07:48 |
| Last Modified: | 21 Mar 2024 07:48 |
| URI: | http://repository.ub.ac.id/id/eprint/217233 |
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Text (DALAM MASA EMBARGO)
Coeniesyah Syahla Salsabila.pdf Restricted to Repository staff only Download (8MB) |
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