Pengaruh Viral marketing, Electronic Word Of Mouth (e-WOM) dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare The Originote di Kota Surabaya. (The Influence of Viral Marketing, Electronic Word Of Mouth (e-WOM) and Brand Image on the Purchase Decision of The Originote Skincare Products in the City of Surabaya).

Susanti, Dyah Ayu Dwi (2024) Pengaruh Viral marketing, Electronic Word Of Mouth (e-WOM) dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare The Originote di Kota Surabaya. (The Influence of Viral Marketing, Electronic Word Of Mouth (e-WOM) and Brand Image on the Purchase Decision of The Originote Skincare Products in the City of Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid growth of the skincare industry in Indonesia has created intense competition in the market, forcing skincare companies to seek effective ways to market their products to compete in the competitive market. This is driven by increasing public awareness of the importance of maintaining skin health, which drives the demand for skincare products to continue to rise. This study aims to identify the influence of viral marketing, electronic word of mouth (e-WOM), and brand image on purchasing decisions of The Originote skincare products in Surabaya City. The population in this study is consumers of The Originote skincare products in Surabaya City. The sample used in this study is 100 respondents. The sampling technique used in this study is non-probability sampling method. The data analysis techniques used in this study are Classical Assumption Test, Multiple Linear Analysis, Determination Test (R2), and Hypothesis Testing (t Test and F Test). The results show that first, partially the calculated t-value > the table t-value, indicating that Viral Marketing significantly influences Purchasing Decisions. Second, partially the calculated t-value < the table t-value, indicating that Electronic Word Of Mouth (e-WOM) does not significantly influence Purchasing Decisions. Third, partially the calculated t-value > the table t-value, indicating that Brand Image significantly influences Purchasing Decisions. Furthermore, the calculated F-value > the table F�value, thus indicating that Viral Marketing, Electronic Word Of Mouth, and Brand Image together (simultaneously) influence and significantly affect the Purchasing Decision of The Originote skincare products in Surabaya City.

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