PERAN VIRAL MARKETING DAN BRAND TRUST DALAM MEMENGARUHI PERILAKU IMPULSIVE BUYING: Survey terhadap Konsumen Produk Sunscreen Wardah di Kota Bandung

Benita Lexie Tantina, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PERAN VIRAL MARKETING DAN BRAND TRUST DALAM MEMENGARUHI PERILAKU IMPULSIVE BUYING: Survey terhadap Konsumen Produk Sunscreen Wardah di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh viral marketing dan brand trust terhadap perilaku impulsive buying pada produk sunscreen Wardah di Kota Bandung. Dengan semakin luasnya penggunaan internet dan media sosial, pemasaran produk kini dapat dilakukan dengan cepat, mudah, dan minim biaya melalui strategi viral marketing. Namun, meskipun produk sunscreen Wardah telah aktif dipasarkan melalui media sosial dan memiliki reputasi merek yang baik dan terpercaya, mayoritas konsumen tetap melakukan pembelian secara rasional dan tidak impulsif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis deskriptif dan verifikatif. Pengambilan data dilakukan dengan survei melalui penyebaran kuesioner kepada konsumen produk sunscreen Wardah. Populasi dalam penelitian ini adalah konsumen produk sunscreen Wardah yang berdomisili di Kota Bandung. Sampel penelitian ditentukan sebanyak 400 orang yang dihitung menggunakan rumus Slovin. Teknik sampling yang digunakan adalah probability sampling dengan pendekatan simple random sampling. Data tersebut kemudian dianalisis menggunakan SEM-PLS. Hasil penelitian ini diharapkan dapat memberikan pengetahuan tentang bagaimana pengaruh viral marketing dan brand trust terhadap perilaku pembelian impulsif serta memberikan kontribusi bagi perusahaan dalam mengoptimalkan strategi viral marketing serta memahami faktor-faktor yang mendorong impulsive buying, sehingga dapat merancang promosi yang lebih efektif. Penelitian ini juga bermanfaat bagi konsumen dalam meningkatkan kesadaran dalam mengelola perilaku pembelian yang lebih bijak terutama dalam menghadapi promosi di media sosial. Kata Kunci: Viral Marketing, Brand Trust, Impulsive Buying, Sunscreen Wardah, Strategi Pemasaran, Perilaku Konsumen, Sosial Media This study aims to examine the effect of viral marketing and brand trust on impulsive buying behavior on Wardah sunscreen products in Bandung City. With the widespread use of the internet and social media, product marketing can now be done quickly, easily, and at minimal cost through viral marketing strategies. However, even though Wardah sunscreen products have been actively marketed through social media and have a good and trusted brand reputation, the majority of consumers still make purchases rationally and not impulsively. This study uses a quantitative approach with descriptive and verification analysis methods. Data collection was carried out by survei through distributing questionnaires to consumers of Wardah sunscreen products. The research sample was determined to be 400 people, which was calculated using the Slovin formula. The sampling technique used is probability sampling with a simple random sampling approach. The data will then be analyzed using SEM- PLS. The results of this study are expected to provide knowledge about how viral marketing and brand trust influence impulsive buying behaviour and contribute to companies in optimising viral marketing strategies and understanding the factors that drive impulsive buying, so that they can design more effective promotions. This research is also useful for consumers in increasing awareness in managing wiser purchasing behaviour, especially in the face of promotions on social media. Keywords: Viral Marketing, Brand Trust, Impulsive Buying, Sunscreen Wardah, Marketing Strategy, Consumer Behaviour, Social Media

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Arief Budiman: 5992927
Uncontrolled Keywords:	Viral Marketing, Brand Trust, Impulsive Buying, Sunscreen Wardah, Strategi Pemasaran, Perilaku Konsumen, Sosial Media Viral Marketing, Brand Trust, Impulsive Buying, Sunscreen Wardah, Marketing Strategy, Consumer Behaviour, Social Media
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Benita Lexie Tantina
Date Deposited:	11 Sep 2025 14:02
Last Modified:	11 Sep 2025 14:02
URI:	http://repository.upi.edu/id/eprint/138424

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