PENGARUH INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN BITTERSWEET BY NAJLA
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Abstract
Bittersweet By Najla is known as a marketer who uses influencer marketing and viral marketing methods. Although this method is known as a powerful marketing method, sales of new products marketed using influencer marketing and viral marketing are not in line with the old products that people are familiar with. This study aims to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a descriptive quantitative study with the object of research being Bittersweet By Najla consumers in Jabodetabek. The sample is 100 respondents with purposive sampling technique. The hypothesis of this study was tested using SmartPLS 3.0 with the results (1) There is a significant influence of influencer marketing on purchasing decisions of 0.425. (2) There is a significant effect of viral marketing on purchasing decisions of 0.346 (3) There is a contribution from influencer marketing and viral marketing of 51.9%, and the difference of 48.1% is obtained from other variables. (4) There is an influence of influencer marketing and viral marketing on purchasing decisions.
Bittersweet By Najla dikenal sebagai pemasar yang menggunakan metode influencer marketing dan viral marketing. Meskipun metode tersebut dikenal sebagai metode pemasaran yang ampuh, penjualan pada produk baru yang dipasarkan menggunakan influencer marketing dan viral marketing tidak selaris produk lama yang telah dikenal orang-orang. Penelitian ini ditujukan untuk membuktikan pengaruh dari influencer marketing terhadap keputusan pembelian dan viral marketing terhadap keputusan pembelian. Penelitian ini berupa sebuah penelitian kuantitatif deskriptif dengan objek penelitian konsumen Bittersweet By Najla se Jabodetabek. Sampel berjumlah 100 responden dengan teknik purposive sampling. Hipotesis dari penelitian ini diuji menggunakan SmartPLS 3.0 dengan hasil (1) Terdapat pengaruh secara signifikan dari influencer marketing terhadap keputusan pembelian sebesar 0.425. (2) Terdapat pengaruh secara signifikan dari viral marketing terhadap keputusan pembelian sebesar 0.346 (3) Terdapat kontribusi dari influencer marketing dan viral marketing sebesar 51.9%, dan selisihnya berupa 48.1% didapatkan dari variabel yang lain. (4) Terdapat pengaruh influencer marketing dan viral marketing terhadap keputusan pembelian.
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