Pengaruh Brand Ambassador, Viral Marketing, dan Brand Awareness terhadap Keputusan Pembelian Skincare COSRX pada Mahasiswa Kota Medan

Abstract

This research aims to analyze the influence of brand ambassadors, viral marketing, and brand awareness on purchasing decisions for COSRX skincare products among students in the city of Medan. The background to this research focuses on the growth of the South Korean skincare industry which is increasingly popular in Indonesia, especially among the younger generation. COSRX has successfully utilized modern marketing strategies, such as the use of brand ambassadors and digital campaigns (viral marketing), which have contributed to increasing brand awareness in the global market. This form of research uses quantitative methods with an associative approach. The population in the study was 100 respondents who met the criteria: students in the city of Medan who had purchased COSRX products. Sampling was carried out using non-probability sampling. The data collection technique was carried out through direct distribution of questionnaires and secondary data was obtained through literature study. Data analysis methods include validity tests, reliability tests, classical assumption tests, multiple linear regression, and hypothesis tests (partial t test, simultaneous F, and coefficient of determination R²). The research results show that partially, brand ambassadors have a positive and significant effect on purchasing decisions with a t-count value of 5.462 > t-table 1.984 and a significance of 0.000 < 0.05, viral marketing has a positive and significant effect with a t-count value of 4.710 > t- table 1.984 and a significance of 0.000 < 0.05, and brand awareness has a significant effect with a t-value of 4.812 > t-table 1.984 and significance 0.000 <0.05. Simultaneously, these three variables have a significant influence on purchasing decisions with an F-count value of 40.524 > F-table 2.70 and a significance of 0.000 < 0.05. The coefficient of determination (R²) value of 55.6% shows that the variables brand ambassador, viral marketing, and brand awareness are able to explain purchasing decisions, while the remaining 44.4% is influenced by factors outside this research model.