PENGARUH VIRAL MARKETING DENGAN MEDIASI BRAND AWARENESS TERHADAP PURCHASE DECISION: Studi Penelitian pada Konsumen Fore Coffee

    Maharani Pratiwi Putri, - (2024) PENGARUH VIRAL MARKETING DENGAN MEDIASI BRAND AWARENESS TERHADAP PURCHASE DECISION: Studi Penelitian pada Konsumen Fore Coffee. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perkembangan tren konsumsi kopi yang pesat di Indonesia mengharuskan perusahaan untuk memperkuat strategi pemasaran agar dapat meningkatkan tingkat pembelian konsumen. Seiring dengan perkembangan internet yang semakin pesat, metode untuk melakukan pemasaran juga turut berkembang. Viral marketing merupakan salah satu teknik pemasaran yang paling popular dalam satu dekade terakhir karena efektivitasnya dalam menyebarkan pesan dari satu konsumen ke konsumen lainnya. Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing (X) melalui mediasi brand awareness (Y) terhadap keputusan pembelian (Z) pada konsumen Fore Coffee. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis deskriptif dan verifikatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yang merupakan konsumen Fore Coffee. Data yang diperoleh dalam penelitian dianalisis secara deskriptif dan verifikatif dengan menggunakan metode analisis Structural Equation Modeling (SEM) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan viral marketing secara langsung berpengaruh positif dan signifikan terhadap purchase decision, viral marketing berpengaruh positif dan signifikan terhadap brand awareness, brand awareness berpengaruh positif dan signifikan terhadap purchase decision, dan viral marketing secara tidak langsung berpengaruh positif dan signifikan terhadap keputusan pembelian.

    The rapid development of coffee consumption trends in Indonesia requires companies to strengthen marketing strategies in order to increase consumer purchasing levels. As the internet develops increasingly rapidly, marketing methods also develop. Viral marketing is one of the most popular marketing techniques in the last decade because of its effectiveness in spreading messages from one consumer to another. This research aims to analyze the influence of viral marketing (X) through the mediation of brand awareness (Y) on purchasing decisions (Z) among Fore Coffee consumers. The method used in this research is a quantitative method with descriptive and verification analysis. Data collection was carried out by distributing questionnaires to 100 respondents who were Fore Coffee consumers. The data obtained in the research was analyzed descriptively and verifiably using the Structural Equation Modeling (SEM) analysis method via the SmartPLS 4 application. The research results showed that viral marketing directly had a positive and significant effect on purchase decisions, viral marketing had a positive and significant effect on brand awareness, Brand awareness had a positive and significant effect on purchase decisions, and viral marketing indirectly had a positive and significant effect on purchase decisions.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Caria Ningsih 6039392 Ilma Indriasri Pratiwi 6682020
    Uncontrolled Keywords: Pemasaran viral, Kesadaran merek, Keputusan pembelian, Fore Coffee Viral marketing, Brand awareness, Purchase decision, Fore Coffee
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Maharani Pratiwi Putri
    Date Deposited: 04 Jul 2024 01:45
    Last Modified: 04 Jul 2024 01:45
    URI: http://repository.upi.edu/id/eprint/118012

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