Effendy, Wilsen (2025) Pengaruh Celebrity Endorsement dan Viral Marketing terhadap Keputusan Pembelian Produk Sunscreen Facetology di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.
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Abstract
This study aims to determine the effect of celebrity endorsement and viral marketing on purchasing decisions for facetology sunscreen products in Palembang city. The variables used in this study are celebrity endorsement, viral marketing and purchasing decisions. The data used is primary data. The population in this study were all people in Palembang who used Facetology sunscreen. The sampling technique was carried out using purposive sampling method and obtained 100 respondents who used facetology sunscreen. Hypothesis testing is done with multiple linear analysis. The results obtained show that celebrity endorsement has a positive and significant effect on purchasing decisions for sunscreen facetology products and viral marketing has a positive and significant effect on purchasing decisions for sunscreen facetology products.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorsement, Viral Marketing, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Theses - S1 > Management Study Program |
| Depositing User: | Wilsen Effendy |
| Date Deposited: | 12 Mar 2025 03:18 |
| Last Modified: | 12 Mar 2025 03:18 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/13776 |
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