Faiza, Elyana Nur (2024) Pengaruh Viral Marketing, Celebrity Endorser dan Online Customer Review Terhadap Keputusan Pembelian Skincare Avoskin Pada Mahasiswa di Surabaya. (The Influence of Viral Marketing, Celebrity Endorser and Online Customer Reviews on Avoskin Skincare Purchase Decisions for Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In this modern era, Indonesian people's awareness of skin care has increased rapidly in recent years. This awareness increases people's desire to maintain healthy skin from various external factors that can damage the skin, such as pollution, sunlight and other dangerous substances. Higher awareness can enable people to better understand the importance of skin care to maintain healthy and beautiful skin. People are becoming increasingly aware of the benefits of skin care products and are starting to look for products that suit their skin's needs. So that skin care products are no longer considered a secondary need but have become a primary need. The aim of this research is to determine the influence of Viral Marketing, Celebrity Endorser and Online Customer Reviews on purchasing decisions for Avoskin skincare products among students in Surabaya. This type of research uses quantitative methods with multiple linear regression analysis. The number of samples in this research was 100 respondents. The data collection technique in this research uses e-questionnaires via Google Form. The results of this research show that partially or simultaneously Viral Marketing, Celebrity Endorser and Online Customer Reviews have a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Viral Marketing, Celebrity Endorser, Online Customer Review, Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000150 Elyana Nur Faiza |
| Date Deposited: | 29 Nov 2024 03:52 |
| Last Modified: | 29 Nov 2024 03:52 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33345 |
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