PENGARUH VIRAL MARKETING, CELEBRITY ENDORSE, BRAND TRUST DAN TURBO MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE ORIGINOTE DI SAMARINDA

Abstract

This research method is quantitative using viral marketing, celebrity endorsement, brand trust, turbo marketing and purchasing decisions as variables. The hypothesis is tested using the t-test (partially) and the F-test (simultaneously). The population used in this study were all consumers who use The Originote products. Sampling is the average of the number of variable indicators as many as 16, multiplied by a minimum sample of 5 and a maximum sample of 10, which is 120 samples. The results of the analysis show that viral marketing has a significant effect on purchasing decisions for The Originote products, celebrity endorsement does not have an effect on purchasing decisions for The Originote, brand trust has a significant effect on purchasing decisions for The Originote, turbo marketing has a significant effect on purchasing decisions for The Originote.