| dc.description.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 | en_US |
