SKRIPSI: Pengaruh Viral Marketing, Celebrity Endorser, dan Online Customer Reviews terhadap Niat Beli Sepatu Brand Aerostreet melalui Aplikasi Shopee

HANAFI, Ahmad Ramdhan Fikri (2024) SKRIPSI: Pengaruh Viral Marketing, Celebrity Endorser, dan Online Customer Reviews terhadap Niat Beli Sepatu Brand Aerostreet melalui Aplikasi Shopee. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research is aimed to analyze the influence of viral marketing, celebrity endorser, and online customer reviews persuade people to purchase Aerostreet brand shoes via the Shopee application. The sample in this research is people who have a Shopee account and are at least 17 years old. The total sample was 100 respondents. The sampling technique uses a non-probability sampling model. The sampling method implemented in this research is purposive sampling. The data analysis technique used is multiple linear regression analysis. The research results show that the viral marketing variable has a positive and significant effect on the intention to purchase Aerostreet brand shoes via the Shopee application. Celebrity endorsers have a positive and significant influence on the intention to purchase Aerostreet brand shoes via the Shopee application. Online customer reviews have a positive and significant effect on the intention to purchase Aerostreet brand shoes via the Shopee application. The most dominant variable influencing the intention to buy Aerostreet brand shoes via the Shopee application is online customer reviews.

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