Pengaruh Brand Ambassador, Brand Awareness, Viral Marketing Tergadap Keputusan Pembelian Produk Smartphone Samsung pada Mahasiswa Universitas 17 Agustus 1945 Surabaya

Sari, Yeni Mustika (2025) Pengaruh Brand Ambassador, Brand Awareness, Viral Marketing Tergadap Keputusan Pembelian Produk Smartphone Samsung pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh brand ambassador, brand awareness dan viral marketing terhadap keputusan pembelian produk Smartphone Samsung. Penelitian ini diharapkan dapat memberikan wawasan yang jelas mengenai faktor-faktor yang memengaruhi keputusan pembelian, sehingga dapat menjadi panduan strategis bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efisien dan tepat sasaran. Penelitian ini menggunakan metode kuantitatif, dengan populasi Mahasiswa Universitas 17 Agusutus 1945 Surabaya sebanyak 11.312. Teknik pengambilan sampel menggunakan rumus Slovin dengan jumlah sampel 100 responden. Jenis data yang digunakan adalah data kuantitatif, berasal dari sumber data primer dengan menggunakan kuesioner. Penyebaran kuisioner melalui google form. Uji instrumen dalam penelitian ini adalah uji validitas dan uji reliabilitas. Analisa data yang digunakan yaitu analisis regresi linier berganda dengan pengujian hipotesis menggunakan uji t/parsial dan uji F/simultan serta koefisien determinasi (R2). Data diolah dengan menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa semua indikator valid dan reliabel. Hasil dari uji T menyatakan bahwa brand ambassador, brand awareness dan viral marketing berpengaruh signifikan terhadap keputusan pembelian. Hasil dari uji F menyatakan bahwa brand ambassador, brand awareness dan viral marketing berpengaruh secara simultan terhadap keputusan pembelian produk Smartphone Samsung. Sedangkan hasil dari uji R² menunjukkan bahwa pengaruh variabel independen terhadap variabel dependen sebesar 59,3% sedangkan sisa nya 40,7% dipengaruhi variabel lain diluar model penelitian. Kata Kunci : Brand Ambassador, Brand Awareness, Viral Marketing, Keputusan Pembelian

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