THE INFLUENCE OF VIRAL MARKETING AND CELEBRITY ENDORSERS ON PURCHASE DECISIONS ON MS GLOW SKINCARE IN BEKASI

Abstract

The purpose of this study is to determine and analyze the influence of viral marketing, celebrity endorsers on purchase decisions. The research method which used this study is a quantitative method. The population in this study are users or consumers of MS Glow skincare in Bekasi City. Meanwhile, this sampling technique uses a non-probability sampling technique with a purposive sampling approach with a total sample of 100 respondents. The data analysis technique which used is the component-based SEM that using PLS with SmartPLS 3.0 software. The results of this study indicate that viral marketing and celebrity endorsers influence the purchase decision variable by 61.6%, the remaining 38.4% is influenced by other variables outside of this study. The viral marketing variable (X₁) has a significant effect on purchasing decisions for MS Glow skincare in Bekasi because the p-value of 0.008 is less than 0.05 and the statistical value of 2.678 is greater than 1.96 with a positive effect because the value of the original sample of 0.360. Then the celebrity endorser variable (X₂) has a significant effect because the p-value of 0.002 is less than 0.05 and the statistical value of 3.119 is greater than 1.96 and the effect is positive because the original sample value is 0.495.