Pengaruh Viral Marketing dan Celebrity Endorsement Terhadap Keputusan Pembelian Produk Skintific (Studi Pada Pengguna Brand Skintific di Kota Medan)

Abstract

Purchase decision is part of consumer behavior. Purchase decision is the action of consumers in making a decision about a product to meet their needs. Consumers will decide to buy a product that meets their needs and desires. In the midst of intense competition today, companies must be able to make consumers choose their product over competitor products. Marketing techniques used must be appropriate to attract consumers. This research aims to determine the influence of viral marketing and celebrity endorsement on purchase decisions. The influence of viral marketing and celebrity endorsement will be analyzed partially and simultaneously on Skintific consumer purchase decisions in Medan City. The research form used is quantitative with an associative approach. The population in this research is Skintific users in Medan City with an unknown exact number. Sampling was done using accidental sampling technique with 100 respondents. Primary data was obtained through direct questionnaire distribution, and secondary data was obtained through literature study and data from the internet. The analysis method used includes validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test processed through SPSS software. The results of this research show that Viral Marketing has a significant and positive influence on Purchase Decision with t-count of 5.360 > 1.984 with a significance of < 0.001. Celebrity Endorsement has a significant and positive influence on Purchase Decision with a t-count of 3.362 > 1.984 with a significance of 0.001. In the simultaneous test, Viral Marketing and Celebrity Endorsement variables significantly influence Purchase Decision with a value of 47.155 > 3.09 with a significance of < 0.001 and a determination coefficient of 0.483, which indicates that the influence of Viral Marketing and Celebrity Endorsement variables can explain the Purchase Decision variable by 48.3%, while the remaining 51.7% is influenced by other factors outside this research.