Yessica Gustya Rahmawati
Fakultas Ekonomi dan Bisnis Universitas Jember
Ika Barokah Suryaningsih
Fakultas Ekonomi dan Bisnis Universitas Jember
Didik Pudjo Musmedi
Fakultas Ekonomi dan Bisnis Universitas Jember
DOI: https://doi.org/10.19184/bisma.v17i3.42225
ABSTRACT
This research aims to examine the role of brand image as a mediator variable in the influence of celebrity endorser and viral marketing on decision motivation to purchase Oreo X Blackpink. This research was designed using explanatory research. Respondents were Blackpink fans who use social media Twitter in Indonesia. The sample used was 112 respondents with purposive sampling as the sampling method. Path analysis is a data analysis method that was used in this research. The results showed that: (1) Celebrity endorser has a significant and positive effect on brand image; (2) Viral marketing has a significant and positive effect on brand image; (3) Celebrity endorser has a significant and positive effect on purchase decision motivation; (4) Viral marketing has a significant and positive effect on purchase decision motivation; (5) Brand image has a significant and positive effect on purchase decision motivation; (6) Celebrity endorser has a significant and positive effect on purchase decision motivation through brand image; (7) Viral marketing has a significant and positive effect on purchase decision motivation through brand image.
Keywords: celebrity endorser, citra merek, motivasi pembelian, viral marketing
Published
2023-11-30
Issue
Vol. 17 No. 3 (2023) Bisma: Jurnal Bisnis dan Manajemen
Pages
192-202
License
Copyright (c) 2025 Bisma: Jurnal Bisnis dan Manajemen
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