| dc.description.abstract | This study aims to examine and analyze the effect of viral marketing,
celebrity endorsers, and brand awareness simultaneously and partially on
purchasing decisions. The variables used in this research are Viral Marketing (X1),
Endorse Celebrity (X2), Brand Awareness (X3) on Purchasing Decisions (Y). Viral
Marketing (X1) on Referral Decisions, Celebrity Endorsers (X2) on Referral
Decisions (Y), Brand Awareness (X3) on Referral Decisions (Y). The population in
this study were students of the Islamic University of Malang, Faculty of Economics
and Business, whose exact number was not known, so the sample used Malhotra,
so the sample in this study was taken by purposive sampling method, namely the
sampling technique based on certain considerations, which are considered suitable
with the characteristics of the sample. which is determined so that will be the
sample in this study is 100 samples (20 item questions x 5) data collection methods
data collection is done by questionnaire. By preparing instruments in the form of
written questions, in order to make the research easier, closed questions were used
in this study, namely each question that had been provided with an answer that the
respondent could choose from. The data analysis technique used in this study is
multiple linear regression, the results of the study state that partially viral
marketing has an effect on purchasing decisions. Celebrity Endorser influences
Purchasing Decisions. Brand Awareness affects Purchasing Decisions. And
simultaneously Viral Marketing, Celebrity Endorsers, and Brand Awareness
influence Purchasing Decisions. | en_US |
