6. PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KE

PENGARUH VIRAL MARKETING, CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI DISTRO RMBL

Okta Dwi Kristanto

Fakultas Ekonomi dan Bisnis Universitas Jember

Ketut Indraningrat

Fakultas Ekonomi dan Bisnis Universitas Jember

Susanti Prasetiyaningtiyas

Fakultas Ekonomi dan Bisnis Universitas Jember

DOI: https://doi.org/10.19184/bisma.v11i1.6209

ABSTRACT

Generally the purpose of this study was to determine the influence of viral marketing, celebrity endorser and brand image against consumer buying decisions in Distro RMBL. The population in this research was the whole followers of Distro RMBLâ€™s instagram account and the total sample of this research was 110 respondents. The independent variables were viral marketing, celebrity endorser and brand image whereas the dependent variable in this research was consumer buying decisions and this research measured by using multiple linear regression analysis. This research's result indicated that viral marketing, celebrity endorser and brand image influent positively and significantly to consumer buying decisions simultantly. Partially, viral marketing influent consumer buying decisions positively and significantly, celebrity endorser influent consumer buying decisions positively and significantly and also brand image influent consumer buying decisions positively and significantly.

Keywords: Viral Marketing, Celebrity Endorser and Brand Image

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Published

2017-01-09

Issue

Vol. 11 No. 1 (2017) Bisma: Jurnal Bisnis dan Manajemen

Pages

62-75

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