Pengaruh Viral Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Wardah Di Sidoarjo

Abstract

In the current millennial era, cosmetics are a very important need for every woman to beautify herself so that she looks more attractive. This makes intense competition between cosmetic manufacturers in introducing their products, and producers must think hard in developing products and attracting consumers. One of them is Wardah cosmetics. Wardah is a halal cosmetic that has been certified by LPPOM - MUI (Indonesian Ulema Council) and has spread throughout Indonesia, including in the city of Sidoarjo. With the increasingly widespread development of the internet, businesses are currently choosing a marketing strategy by utilizing the internet to communicate, provide information and promote their business to consumers and companies must also understand the process of making consumer purchasing decisions for all products. It is better for the management to pay attention to the influential variables so that the company can survive and develop continuously and can improve purchasing decisions. This study aims to determine the simultaneous or partial effect of viral marketing and brand awareness on purchasing decisions for Wardah cosmetic products in Sidoarjo. Data collection was carried out using a nonprobability sampling technique, purposive sampling method. Data collection using a questionnaire and google form. The sample used was 100 Wardah consumer respondents in the city of Sidoarjo. This research uses quantitative analysis using validity test, reliability test, classical assumption test, multiple linear regression, determination test (R2), t test and f test. The results of this study indicate that viral marketing and brand awareness variables have a significant influence on purchasing decisions, both simultaneously and partially on wardah products in Sidoarjo.

Keywords: Viral Marketing, Brand Awareness, Purchase Decision