PENGARUH STRATEGI PEMASARAN VIRAL YANG MEMPENGARUHI NIAT BELI BAGI KONSUMEN SKINTIFIC
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Abstract
This research is conducted the ef ect of viral marketing strategies on Skintific's purchase intention for consumers:
the value of fish as mediation. This research used non-probability sampling through convenience sampling to obtain
228 respondents who are Skintific skincare users. Data collection was carried out online by distributing
questionnaires via Google Forms. Data was processed using the Partial Least Square Structural Equation Modeling
(PLS-SEM) method with SmartPLS 4.0 software. The results showed that viral marketing strategies in the form of
Entertainment, Informativeness and Source Credibility had a positive and significant ef ect on Advertisement Value,
while there was a negative and insignificant ef ect of viral marketing strategies on Advertisement Value. Besides
that, there is a positive and significant influence from Entertainment and Informativeness on Purchase Intention.
And Advertisement Value mediates the two relationships between Entertainment and Purchase Intention Skintific
positively and significantly, Advertisement Value also mediates the two relationships between Source Credibility and
Purchase Intention Skintific positively and significantly, Advertisement Value also mediates both relationships
between Irritation and Purchase Intention Skintific negatively and not significant, and Advertisement Value also
mediates the relationship between Source Credibility and Purchase Intention Skintific in a positive and significant
way.
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