Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace

Diawati, Prety; Putri, Resia Ratna; Sugesti, Hesti; Hakim, Lukmanul; Farizki, Rafi

doi:10.29210/020211245

Cited by 6 publications

(7 citation statements)

References 8 publications

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“…Penggunaan brand ambassador sebagai strategi pemasaran bukan merupakan hal yang baru, strategi ini sudah banyak digunakan oleh beberapa perusahaan untuk memperkenalkan produknya ke masyarakat. Brand ambassador dapat memberikan pengaruh dalam keputusan pembelian calon konsumennya serta menimbulkan kepercayaan pada konsumen karena mereka akan berlomba-lomba untuk membeli produk yang diiklankan oleh artis kesayangan mereka (Diawati et al, 2021;Lailiya, 2020).…”

Section: A Pendahuluanunclassified

Pengaruh Brand Image, Brand ambassador, dan Penempatan Barang Terhadap Keputusan Gen Z Untuk Membeli Barang

Jasmine,

Kholida,

Amrullah

et al. 2023

prosiding

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Generation Z includes those born between mid-1995 and early 2010. Generation Z has become a huge trading opportunity because of their high purchasing power. One of the main activities of the community is to purchase goods to meet their needs. In buying goods, sometimes there are certain characteristics that make consumers interested in buying a product. The purpose of this study (1) to determine the effect of brand image on the purchase of goods by generation Z at Hypermart Malang Town Square; (2) determine the influence of brand ambassadors on the purchase of goods by generation Z at Hypermart Malang Town Square; and (3) determine the effect of placing goods on the purchase of goods by generation Z at Hypermart Malang Town Square. the research method used is a case study qualitative method because this research is based on understanding and human behavior based on human opinion. The results of this study are (1) brand image does not significantly influence the purchase of goods by generation Z because generation Z is more interested in buying goods that are on sale even though the item has an image or not; (2) brand ambassadors do not significantly influence the purchase of goods by generation Z because generation Z is more selective in buying goods as needed, the influence of brand ambassadors only makes generation Z know about these goods but not necessarily buy them; and (3) the placement of goods affects the purchase of goods by generation Z because when waiting in line at the cashier, there is a feeling that they have not completed the shopping stage, so the buyer will buy goods near the cashier that he thinks are needed..

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Section: A Pendahuluanunclassified

Pengaruh Brand Image, Brand ambassador, dan Penempatan Barang Terhadap Keputusan Gen Z Untuk Membeli Barang

Jasmine,

Kholida,

Amrullah

et al. 2023

prosiding

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“…Adapun penelitian ini didukung oleh beberapa temuan oleh (Syahidah, 2021); (Diawati et al, 2021); (Furqon, 2020) bahwa viral marketing berpengaruh terhadap proses keputusan pembelian yang dilakukan oleh konsumen. Penelitian terdahulu tersebut juga menunjukkan bahwa perusahaan mulai mengutamakan viral marketing sebagai teknik pemasaran untuk membuat konsumen ingin membeli produk/ jasa yang ditawarkan.…”

Section: Gambar 1 Grafik Konsumen Kopi Skalaunclassified

Peran Viral Marketing dalam Memediasi Pengaruh Social Media Advertising terhadap Consumer Buying Behavior pada Pelanggan Minuman Kopi Kekinian di DKI Jakarta dan Sekitarnya

Naufalia

2022

Mak. J. Manaj.

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Penelitian ini bertujuan agar diketahui apakah viral marketing berperan dalam memediasi pengaruh social media advertising terhadap consumer buying behavior pada pelanggan minuman kopi kekinian di DKI Jakarta dan sekitarnya. Penelitian ini didasari oleh fenomena perubahan perilaku konsumen dalam membeli sebuah produk melalui berbagai media digital, sehingga penjual berlombalomba untuk memproduksi dan menawarkannya secara digital melalui berbagai teknik pemasaran. Kuesioner ini diberikan kepada 85 responden dengan lokasi di DKI Jakarta dan sekitarnya dengan kriteria, yaitu pelanggan kopi kekinian sebagai objek penelitian. Metode penelitian kuantitatif dengan teknik analisis data diantaranya uji validitas, reliabilitas, normalitas, regresi linear, koefisien korelasi dan determinasi, serta pengujian hipotesis. Penelitian ini menunjukkan hasil bahwa terdapat pengaruh yang kuat dan signifikan viral marketing dengan social media advertising pada pelanggan minuman kopi kekinian di DKI Jakarta dan sekitarnya, kemudian terdapat pengaruh yang sedang dan signifikan social media advertising padaconsumer buying behavior pada pelanggan usaha minuman kopi kekinian di DKI Jakarta dan sekitarnya, serta terdapat pengaruh yang sedang dan signifikan antara viral marketing dengan consumer buying behavior pada pelanggan minuman kopi kekinian di DKI Jakarta dan sekitarnya.

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“…We Are Social report showing 77 percent of Indonesia's population as active internet users or 212.9 million people in January 2023. Internet use has changed people's consumption behavior in shopping from conventional to happier shopping online, especially through marketplaces (Diawati et al, 2021;Maulida & Purwanto, 2022).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Digital Marketing on Repurchase Intentions Mediated by Trust in the Shopee Marketplace in Denpasar City

Lufiati,

Suparna

2023

IJSSHR

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The rapid development of the Internet has a big impact on all aspects, including the business world. Internet usage has changed people's consumption behaviour from conventional shopping become to online shopping, especially through marketplaces. A marketplace is a place for selling also marketing products and services using Internet, one of which marketplaces in Indonesia is Shopee. Research objectives to explain the impact of digital marketing on repurchase intentions mediated by trust in the marketplace Shopee. The research was conducted in Denpasar City with a total sample of 100 respondents with using purposive sampling method. The data analysis technique used was path analysis, Sobel test, and VAF test. Calculations were performed using IBM SPSS Version 22 software. The results on the research turn to digital marketing and trust has a positive and significant impact on repurchase intention, digital marketing has a positive and also significant impact on trust, and trust is positively and significantly as a mediate variable impactef the digital marketing. This research is expected to provide empirical studies in management science, especially marketing, and can be a consideration for Shopee companies and sellers indesigning and developing product marketing strategies related to digital marketing, trust, and repurchase intentions.

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Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace

Cited by 6 publications

References 8 publications

Pengaruh Brand Image, Brand ambassador, dan Penempatan Barang Terhadap Keputusan Gen Z Untuk Membeli Barang

Pengaruh Brand Image, Brand ambassador, dan Penempatan Barang Terhadap Keputusan Gen Z Untuk Membeli Barang

Peran Viral Marketing dalam Memediasi Pengaruh Social Media Advertising terhadap Consumer Buying Behavior pada Pelanggan Minuman Kopi Kekinian di DKI Jakarta dan Sekitarnya

The Influence of Digital Marketing on Repurchase Intentions Mediated by Trust in the Shopee Marketplace in Denpasar City

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