Pengaruh Viral Marketing dan Brand Awareness Terhadap Minat Beli Produk Erigo (Studi Pada Mahasiswa di Kota Medan)

Abstract

The development of the fashion industry in Indonesia has improved and modernized. The growing age gave rise to new innovations especially in the fashion industry. The growing fashion creates more competition for business people in the fashion industry, especially local Indonesian products. One of Indonesia's local products, Erigo, took a bold marketing strategy such as doing commercials in New York, participating in fashion shows abroad, and touring 100 points in Indonesia so that virals were talked about and able to increase the interest in purchase intention amid strong product branding in the community. Viral marketing and brand awareness are important factors affecting consumers' purchase intention in a product. The purpose of this study was to determine the effect of viral marketing and brand awareness on students' purchase intention in Erigo products in Medan City. The influence of viral marketing and brand awareness will be analyzed significantly and simultaneously on buying interest. The form of research used is a quantitative method with an associative approach. The sampling technique was purposive and got 100 respondents. The data collection used is using a questionnaire using a Likert scale which is distributed to respondents. The data analysis method used consisted of validity test, reliability test, classical assumption test, multiple linear analysis, and hypothesis testing. The results showed that viral marketing (X1) had a significant effect on purchase intention The brand awareness variable (X2) has a significant effect on buying interest. Viral marketing and brand awareness variables have a simultaneous effect on purchase intention. The coefficient of determination test shows that there is a close relationship between purchase intention with an R-value of 0.718. Through adjusted R Square, it is known that viral marketing and brand awareness variables contribute 50.6% to purchase intention and the remaining 49.4% is influenced by other variables not discussed in this study. Keywords: Viral Marketing, Brand Awareness, Purchase Intention