The Effect of Viral Marketing and Endorsement on Purchase Interest that Impacts the Purchase Decision of Bittersweet by Najla Through the TikTok Platform (Case Study of the Community of Binawidya District, Pekanbaru City)
DOI:
https://doi.org/10.5281/Keywords:
viral marketing, endorsement, purchase interest, purchase desicionAbstract
This study aims to determine the effect of viral marketing and endorsements on purchasing interest that influences the purchasing decision of Bittersweet by Najla products through TikTok in Binawidya District, Pekanbaru City. The approach used is a quantitative method with a population of people aged 17 to 45 years who have purchased the product through TikTok, where 100 respondents were selected through purposive sampling and analyzed using Structural Equation Modeling (SEM) through SmartPLS version 4.0. The results of the study indicate that viral marketing and endorsements have a significant positive influence on purchasing interest. Purchase interest can play a good role as a mediating variable between the independent and dependent variables. However, viral marketing does not have a direct significant effect on purchasing decisions. This study provides implications that the combination of viral marketing and endorsement strategies can increase purchasing interest and decisions, and provides guidance for business actors in designing effective marketing strategies in the digital era.
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