ANALISIS PENGARUH VIRAL MARKETING, BRAND AMBASSADOR, KUALITAS PODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE (STUDI KASUS PADA SMK SATRIA JAKARTA TAHUN 2024)

Abstract

This study aims to analyze the influence of viral marketing, brand ambassadors, product quality, and price on purchasing decisions for Azarine sunscreen (a case study at SMK SATRIA Jakarta in 2024) partially and simultaneously. This study used a sample of 91 male and female students with a questionnaire as the data collection technique. The method used in this study is a quantitative method with data analysis using multiple linear regression analysis, coefficient of determination (R2) test, partial test (t), and simultaneous test (F). The data were processed using the Statistical Package for the Social Sciences (SPSS) version 25. The results of the study show that the multiple linear regression analysis has the equation Y = 4.298 + 0.142X1 + 0.276X2 + 0.304X3 + 0.410X4. The results of the determination coefficient test (R2) have an Adjusted R Square value of 0.582 or 58.2%, meaning that the Purchase Decision variable is explained by the Viral Marketing, Brand Ambassador, Product Quality, and Price variables, while the remaining 41.8% is explained by other variables outside the research, namely Brand Image, WOM (Word of Mouth), Brand Awareness. The t-test results show that the Viral Marketing variable (X1), on the Purchase Decision (Y) has a t-value of 1.063 < t-table 1.662 with a significance level of 0.291 > 0.05, the Brand Ambassador variable (X2) on the Purchase Decision (Y) has a t-value of 2.041 > t-table 1.662 with a significance level of 0.044 < 0.05, and the Product Quality variable (X3) on the Purchase Decision (Y) has a t-value of 2.015 > t-table 1.662 with a significance level of 0.047 < 0.05, the Price variable (X4) on the Purchase Decision (Y) has a t-value of 2.928 > 1.662 with a significance level of 0.0004 < 0.05. So the Viral Marketing variable (X1) does not have a partial and negative effect on the Purchase Decision (Y), The Brand Ambassador variable (X2) has a partial and positive effect on the Purchase Decision (Y), the Product Quality variable (X3) has a partial and positive effect on the Purchase Decision (Y), and the Price variable (X4) has a partial and positive effect on the Purchase Decision (Y). The F test results show that Fcount 32.387 > Ftable 2.48 with a significance level value of 0.0000 <0.05, so Viral Marketing, Brand Ambassador, Product Quality and Price simultaneously have a positive effect on the Purchase Decision.