ANALISIS STRATEGI PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING BY FELICYA ANGELISTA
The purpose of this study is to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a quantitative research with primary data sources. Respondents from this study are consumers who have or are currently using Scarlett Whit...
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2022-01-10.
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| 245 | 0 | 0 | |a ANALISIS STRATEGI PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING BY FELICYA ANGELISTA |
| 260 | |c 2022-01-10. | ||
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| 520 | |a The purpose of this study is to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a quantitative research with primary data sources. Respondents from this study are consumers who have or are currently using Scarlett Whitening by Felicya Angelista products, with a total of 100 respondents living in the Jabodetabek. This study uses purposive sampling technique as a data collection technique. The data analysis technique in this research is to use descriptive and inferential data analysis. Based on the results of data processing using t-statistics on Smart PLS, there are results from influencer marketing that have a significant effect on purchasing decisions with a path coefficient value of 0.500. And there are also results from viral marketing that have a significant effect on purchasing decisions with a path coefficient value of 0.390. | ||
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