Nandini, Sifatul Putri (2024) Pengaruh Viral Marketing, Electronic Word of Mouth, dan Brand Image di Media Sosial X Terhadap Keputusan Pembelian Produk Azarine Melalui Market Place Shopee. (The Influence of Viral Marketing, Electronic Word of Mouth, and Brand Image on Social Media X Regarding the Decision to Purchase Azarine Products Through the Shopee Market Place). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Technological advances that continue to develop rapidly have resulted in social media becoming a platform for carrying out promotional activities for companies. One of the social media that is often used is X. Promotional activities on social media, consumers will see reviews of Azarine products. Azarine is a local beauty brand that is popular among Indonesian people. This research aims to analyze and explain the influence of viral marketing, electronic word of mouth, and brand image on social media X on purchasing decisions for Azarine products through the Shopee market place. This research uses quantitative methods with questionnaire techniques via Google Form to 96 X social media users who have purchased Azarine products. Data were analyzed using multiple linear regression. The research results show that the variables Viral Marketing, Electronic Word of Mouth and Brand Image on social media X simultaneously influence the decision to purchase Azarine products through the Shopee market place. The most dominant variable is Brand Image. followed by Viral Marketing and Electronic Word of Mouth.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | viral marketing, electronic word of mouth, brand image, purchasing decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000106 Sifatul Putri Nandini |
| Date Deposited: | 30 Aug 2024 01:43 |
| Last Modified: | 14 Oct 2024 03:34 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34154 |
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