Indaryani, Margareta (2024) PENGARUH CELEBRITY ENDORSEMENT, VIRAL MARKETING, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ES TEH INDONESIA DI NGINDEN SEMOLOWARU SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
For the business sector, the role of marketing strategy is very important in facing globalization and has positive implications for business development capacity and overall marketing performance. Es Teh Indonesia is able to become a large and most popular beverage brand in the processed tea sector with a turnover of hundreds of millions in 2022. The purpose of this study was to determine whether celebrity endorsement, viral marketing, brand awareness, and product quality influence purchasing decisions for Es Teh Indonesia in Nginden Semolowaru Surabaya. This research is quantitative research with data collection techniques carried out using the method of distributing questionnaires directly. Researchers used purposive sampling method. The sample in this study amounted to 100 respondents with the criteria of having consumed Indonesian Ice Tea Nginden Semolowaru Surabaya products at least once with an age above 17 years. The research data was processed using SPSS version 25. The results of data analysis show that all statement items for each variable in the questionnaire are declared valid with r count> r table of 0.1966, all variables are declared reliable with a Cronbach Alpha (a) value> 0.60. The result of the normality test is 0.103, which means that the data is normally distributed. Then the results of this study indicate that there is no multicollinearity relationship with a tolerance value> 0.10 and VIF < 10. The results of the heteroscedasticity test also show that in this study there are no symptoms of heteroscedasticity by having a significance level value > 0.05. The multiple linear regression equation in this study is Y = 7,130 + 0.511X1 - 0.018X2 + 0.077X3 + 0.119X4. The magnitude of the influence of Celebrity Endorsement, Viral Marketing, Brand Awareness, and Product Quality on purchasing decisions for Indonesian Ice Tea at Nginden Semolowaru Surabaya based on the Adjusted Rsquare value is 88.8%. The t test results in this study indicate that (1) Celebrity Endorsement has a significant effect on purchasing decisions with t count 18.478> t table 1.985 and a significance value of 0.000 <0.05, (2) Viral Marketing has no effect on purchasing decisions with t count -0.561 < t table 1.985 and a significance value of 0.576> 0.05, (3) Brand Awareness has a significant effect on purchasing decisions with t count 2.019> t table 1.985 and significance 0. 046 < 0.05, (4) Product Quality has a significant effect on purchasing decisions with tcount 3.165> t table 1.985 and significance 0.002 < 0.05.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Celebrity Endorsement, Viral Marketing, Brand Awareness, Product Quality, Purchase Decision | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Margareta Indaryani | ||||||||
| Date Deposited: | 29 Feb 2024 05:47 | ||||||||
| Last Modified: | 29 Feb 2024 05:47 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1614 |
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