Savitri, Devia (2024) Pengaruh Word of Mouth, Celebrity Endorsement, dan Viral Marketing Terhadap Kepuasan Konsumen Produk Seblak di Surabaya Timur. (The Influence of Word of Mouth, Celebrity Endorsement, and Viral Marketing on Consumer Satisfaction of Seblak Products in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research examines the relationship between word of mouth, celebrity endorsement, and viral marketing on consumer satisfaction of Seblak Products in East Surabaya. Data collection is carried out by questionnaire method containing statements regarding the variables studied. The sampling technique used in this study was accidental sampling with a sample of 107 resondents. Hypothesis testing was performed using SPSS version 24. The results of this study show that: (1) word of mouth has a positive and significant effect on consumer satisfaction, (2) celebrity endorsement has a positive and significant effect on consumer satisfaction, (3) viral marketing has a positive and significant effect on consumer satisfaction, (4) word of mouth, celebrity endorsement, and viral marketing have a positive and significant effect on consumer satisfaction of Seblak products in East Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Word Of Mouth, Celebrity Endorsement, Viral Marketing, Consumer Satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000135 Devia Savitri |
| Date Deposited: | 23 Jul 2024 07:40 |
| Last Modified: | 23 Jul 2024 07:40 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29905 |
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