PENGARUH VIRAL MARKETING DAN EMOTIONAL URGE TERHADAP PURCHASE DECISION COKELAT DUBAI DI KALANGAN GENERASI Z

Bilqiis Hasna Dzakiyyah, - and Adam Hermawan, - and Muhammad Rizki Nugraha, - (2025) PENGARUH VIRAL MARKETING DAN EMOTIONAL URGE TERHADAP PURCHASE DECISION COKELAT DUBAI DI KALANGAN GENERASI Z. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Fenomena tren produk viral seperti cokelat Dubai menunjukkan bahwa purchase decision konsumen cenderung menurun setelah tren meredup dan munculnya testimoni negatif, sehingga diperlukan strategi pemasaran yang mampu mempertahankan purchase decision. Penelitian ini bertujuan menganalisis pengaruh viral marketing dan emotional urge terhadap purchase decision di kalangan Generasi Z. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik simple random sampling pada 100 responden di Kota Bandung, dianalisis melalui regresi linear berganda. Hasil penelitian menunjukkan bahwa viral marketing berpengaruh positif dan signifikan terhadap purchase decision (t-hitung 5,347 > t-tabel 1,984; sig. 0,001 < 0,05), begitu pula emotional urge (t-hitung 6,128 > t-tabel 1,984; sig. 0,001 < 0,05). Secara simultan, kedua variabel berpengaruh signifikan (F-hitung 82,983 > F-tabel 3,09; sig. 0,001 < 0,05) dengan Adjusted R² 0,624. Temuan ini menegaskan bahwa kombinasi strategi pemasaran viral dan pengelolaan dorongan emosional konsumen efektif dalam meningkatkan purchase decision pada produk viral berbasis eksposur digital. The phenomenon of viral product trends, such as Dubai Chocolate, shows that consumer purchase decisions tend to decline after the trend fades and negative testimonials emerge, thus requiring marketing strategies capable of sustaining purchase decisions. This study aims to analyze the effect of viral marketing and emotional urge on purchase decisions among Generation Z. The research employed a quantitative approach with a simple random sampling technique involving 100 respondents in Bandung City, analyzed using multiple linear regression. The results indicate that viral marketing has a positive and significant effect on purchase decisions (t-value 5.347 > t-table 1.984; sig. 0.001 < 0.05), as does emotional urge (t-value 6.128 > t-table 1.984; sig. 0.001 < 0.05). Simultaneously, both variables have a significant effect (F-value 82.983 > F-table 3.09; sig. 0.001 < 0.05) with an Adjusted R² of 0.624. These findings confirm that the combination of viral marketing strategies and managing consumers’ emotional urges is effective in enhancing purchase decisions for viral products that rely on digital exposure.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=usZ9V38AAAAJ&gmla=AH8HC4xfSLNoW4PIWo6VqOEoy7l_bqwNW3DZjGAsNbz5BROwVRn-6suQi6RvX71tKxBZCljqN_BbmsqjHkYtoGHQTou1Wr_EMgecLX9DCGo ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Muhammad Rizki Nugraha: 6770726
Uncontrolled Keywords:	Cokelat Dubai, Emotional Urge, Generasi Z, Purchase Decision, Viral Marketing. Dubai Chocolate, Emotional Urge, Generation Z, Purchase Decision, Viral Marketing.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Bilqiis Hasna Dzakiyyah
Date Deposited:	12 Sep 2025 07:43
Last Modified:	12 Sep 2025 07:43
URI:	http://repository.upi.edu/id/eprint/138976

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