EVILIA, WITRI (2025) PENGARUH VIRAL MARKETING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND IMAGE DAN BRAND AWARENESS (Studi Pada Produk Body Cream Dove Di Kecamatan Teluknaga Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the mediating role of brand image (Z1) and brand awareness (Z2) on viral marketing (X1) towards purchase decision (Y) on Dove Body Cream Products in Teluknaga District, Tangerang Regency. The research method used is quantitative. This study collected data based on questionnaires and literature studies. The population in this study were Dove body cream consumers in Teluknaga District, Tangerang Regency. The sample of this study was 112 respondents with purposive sampling. The data analysis method used was Structural Equation Modeling (SEM) with SmartPLS 4.1. analysis tool. This study has the following results: (1) Viral Marketing has a positive and significant effect on Purchase Decision. (2) Viral Marketing has a positive and significant effect on Brand Image. (3) Viral Marketing has a positive and significant effect on Brand Awareness. (4) Brand Image has a positive and significant effect on Purchase Decision. (5) Brand Awareness has a positive and significant effect on Purchase Decision. (6) Brand Image can mediate Viral Marketing towards Purchase Decision. (7) Brand awareness can mediate viral marketing towards purchase decisions. Keywords: Viral marketing, purchase decisions, brand image, brand awareness
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran mediasi brand image (Z1) dan brand awareness (Z2) pada viral marketing (X1) terhadap purchase decision (Y) pada Produk Body Cream Dove di Kecamatan Teluknaga Kabupaten Tangerang. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen body cream dove di Kecamatan Teluknaga Kabupaten Tangerang. Sampel penelitian ini berjumlah 112 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1. Penelitian ini memiliki hasil : (1) Viral Marketing berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Viral Marketing berpengaruh positif dan signifikan terhadap Brand Image. (3) Viral Marketing berpengaruh positif dan signifikan terhadap Brand Awareness. (4) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi Viral Marketing terhadap Purchase Decision. (7) Brand Awareness mampu memediasi Viral Marekting terhadap Purchase Decision. Kata Kunci: Viral Marketing, Purchase Decision, Brand Image, Brand Awareness | |||||||||
| Uncontrolled Keywords: | Viral Marketing, Purchase Decision, Brand Image, Brand Awareness Viral marketing, purchase decisions, brand image, brand awareness | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Witri witri evilia | |||||||||
| Date Deposited: | 16 Dec 2025 01:41 | |||||||||
| Last Modified: | 16 Dec 2025 01:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56624 |
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