Pengaruh Viral Marketing, Digital Influencerdan Online Consumer ReviewTerhadap Purchase IntentionMobil Merk Honda Brio Satya di Kota Padang

FRIEDO, HEKYA YULAND (2023) Pengaruh Viral Marketing, Digital Influencerdan Online Consumer ReviewTerhadap Purchase IntentionMobil Merk Honda Brio Satya di Kota Padang. Masters thesis, Universitas Andalas.

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Abstract

PENGARUH VIRAL MARKETING, DIGITAL INFLUENCER DAN ONLINE CONSUMER REVIEWTERHADAP PURCHASE INTENTIONMOBIL MERK HONDA BRIO SATYA DI KOTA PADANG Friedo Hekya Yuland1, Fajri Adrianto2, Ma`ruf3 1Program Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Andalas, Padang-Indonesia 2,3 Dosen Program Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Andalas, Padang-Indonesia ABSTRAK Kemajuan dalam teknologi komunikasi telah memunculkan evolusi bentuk elektronik baru dari publisitas dari mulut ke mulut yaitu, komunikasi pemasaran viral. Viral marketing yang diinduksi internet adalah alat yang sangat efektif yang tersedia untuk pemasar saat ini. Pemasaran online telah digunakan oleh berbagai organisasi melalui platform, seperti blog, situs web perusahaan, dan situs jejaring sosial. Penelitian ini bertujuan untuk mengetahui pengaruh Viral marketing, Digital influencer dan Online consumer review Terhadap Purchase intention Mobil Merk Honda Brio Satya di Kota Padang. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Penelitian ini dilakukan dari bulan Oktober sampai Desember 2022. Populasi pada penelitian ini adalah Masyarakat Kota Padang. Sampel dalam penelitian ini adalah masyarakat di Kota Padang yang berencana melakukan pembelian produk mobil merek Honda. Penelitian ini menggunakan persamaan struktural kualitas dengan konsepsi penelitian model path analysis yang digunakan untuk menganalisis pola hubungan antar variabel dengan tujuan untuk mengetahui pengaruh langsung maupun tidak langsung variabel bebas (eksogen) terhadap variabel terikat (endogen). Hasil dari penelitian ini yaitu 1) Viral Marketing dengan nilai (p-value 0,012 < 0.05) berpengaruh positif dan signifikan terhadap Purchase Intention; 2) Digital Influencer dengan nilai (p-value 0,007 < 0.05) berpengaruh positif dan signifikan terhadap Purchase Intention; 3) Online Consumer Review dengan nilai (p-value 0,000 < 0.05) berpengaruh positif dan signifikan terhadap Purchase Intention. Kata Kunci : Viral Marketing, Digital Influencer,Online Consumer Review, Purchase Intention THE EFFECT OF VIRAL MARKETING, DIGITAL INFLUENCER AND ONLINE CONSUMER REVIEW ON PURCHASE INTENTION OF HONDA BRIO SATYA IN PADANG CITY Friedo Hekya Yuland1, Fajri Adrianto2, Ma`ruf3 1Master of Management Program, Faculty of Economics and Business, Andalas University, Padang-Indonesia 2,3Lecturer in the Master of Management Program, Faculty of Economics and Business, Andalas University, Padang-Indonesia ABSTRACT The advancement in communication technology has brought about a new electronic form of word-of-mouth advertising, known as viral marketing. Internet-induced viral marketing is a highly effective tool available to marketers today. Online marketing has been used by various organizations through platforms such as blogs, company websites, and social networking sites. This study aims to determine the influence of Viral Marketing, Digital Influencer, and Online Consumer Review on Purchase Intention of Honda Brio Satya cars in Padang City. The method used in this research is quantitative. The research was conducted from October to December 2022. The population in this research is the community of Padang City. The sample in this research is the community in Padang City who are planning to purchase Honda brand cars. This research used structural equation quality with the concept of path analysis research model that is used to analyze the pattern of relationships between variables with the aim of finding out the direct or indirect effect of the independent variable (exogenous) on the dependent variable (endogenous). The results of this study are: 1) Viral Marketing with a value (p-value 0.012 <0.05) has a positive and significant effect on Purchase Intention; 2) Digital Influencer with a value (p-value 0.007 <0.05) has a positive and significant effect on Purchase Intention; 3) Online Consumer Review with a value (p-value 0.000 <0.05) has a positive and significant effect on Purchase Intention.. Kata Kunci : Viral Marketing, Digital Influencer,Online Consumer Review, Purchase Intention

Item Type: Thesis (Masters)
Primary Supervisor: 1. Dr. Fajri Adrianto, SE, M.Bus 2. Dr. Ma`ruf, SE, M.Bus
Uncontrolled Keywords: Viral Marketing, Digital Influencer,Online Consumer Review, Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Pascasarjana (S2)
Depositing User: Unand Magister Manajemen
Date Deposited: 12 Jul 2023 08:30
Last Modified: 12 Jul 2023 08:30
URI: http://scholar.unand.ac.id/id/eprint/205727

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