?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+VIRAL+MARKETING+DAN+INTEGRATED+MARKETING%0D%0ACOMMUNICATION+(IMC)+TERHADAP+KEPUTUSAN+PEMBELIAN%0D%0ASKINCARE+SOMETHINC+(STUDI+PADA+MAHASISWA+UNIVERSITAS%0D%0A%0D%0ALAMPUNG)%0D%0A&rft.creator=GALANG+%2C+ALFIYANSYAH&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.description=Pentingnya+merawat+kulit+agar+terlihat+menawan+mendorong+individu+untuk+mulai%0D%0Amemperhatikan+kesehatan+kulit%2C+karena+tren+positif+tersebut+Indonesia+menjadi%0D%0Atarget+pasar+kosmetik.+Brand+lokal+kosmetik+khususnya+skincare+yang+berhasil%0D%0Amenjangkau+pasar+Indonesia+salah+satunya+adalah+Somethinc.+Brand+skincare+ini%0D%0Amemasarkan+produknya+menggunakan+beberapa+media+sosial+untuk+membagikan%0D%0Ainformasi+mengenai+produk-produk+yang+ditawarkannya.+Penelitian+ini+bertujuan%0D%0Auntuk+mengukur+pengaruh+viral+marketing+dan+integrated+marketing%0D%0Acommunication+terhadap+keputusan+pembelian+konsumen+skincare+Somethinc+di%0D%0AUniversitas+Lampung.+Metode+pengambilan+sampel+menggunakan+nonprobability%0D%0Asampling+dengan+teknik+cluster+sampling.+Sampel+terdiri+dari+100+responden%0D%0Amahasiswa+Universitas+lampung+dan+pernah+membeli+produk+skincare+Somethinc.%0D%0AData+yang+dikumpulkan+dari+kuesioner+kemudian+diolah+dan+dianalisis+yang%0D%0Amencakup+uji+validitas%2C+uji+reliabilitas%2C+uji+asumsi+klasik%2C+dan+uji+regresi+linier%0D%0Aberganda.+Hasil+menunjukkan+bahwa+viral+marketing+dan+integrated+marketing%0D%0Acommunication+masing-masing+berpengaruh+positif+dan+signifikan+terhadap%0D%0Akeputusan+pembelian.+Secara+simultan%2C+viral+marketing+dan+integrated+marketing%0D%0Acommunication+juga+berpengaruh+positif+dan+signifikan+terhadap+keputusan%0D%0Apembelian.%0D%0AKata+Kunci%3A+viral+marketing%2C+integrated+marketing+communication%2C+dan+keputusan%0D%0Apembelian%0D%0A%0D%0AABSTRACT%0D%0A%0D%0ATHE+EFFECTS+OF+VIRAL+MARKETING+AND+INTEGRATED%0D%0AMARKETING+COMMUNICATION+(IMC)+ON+PURCHASING+DECISIONS%0D%0AFOR+SOMETHINC+SKINCARE+(STUDY+ON+UNIVERSITY+STUDENTS)%0D%0A%0D%0ABy%0D%0A%0D%0AGALANG+ALFIYANSYAH%0D%0A%0D%0AThe+importance+of+taking+care+of+the+skin+to+look+charming+encourages%0D%0Aindividuals+to+start+paying+attention+to+skin+health%2C+because+of+this+positive+trend%2C%0D%0AIndonesia+has+become+a+target+market+for+cosmetics.+One+of+the+local+cosmetic%0D%0Abrands%2C+especially+skincare%2C+that+has+successfully+reached+the+Indonesian+market%0D%0Ais+Somethinc.+This+skincare+brand+markets+its+products+using+several+social+media%0D%0Ato+share+information+about+the+products+it+offers.+This+study+aims+to+measure+the%0D%0Aeffect+of+viral+marketing+and+integrated+marketing+communication+on+consumer%0D%0Apurchasing+decisions+for+Somethinc+skincare+at+Lampung+University.+The%0D%0Asampling+method+used+nonprobability+sampling+with+cluster+sampling+technique.%0D%0AThe+sample+consisted+of+100+respondents+from+Lampung+University+students+and%0D%0Ahad+purchased+Somethinc+skincare+products.+The+data+collected+from+the%0D%0Aquestionnaire+was+then+processed+and+analyzed+which+included+validity+test%2C%0D%0Areliability+test%2C+classical+assumption+test%2C+and+multiple+linear+regression+test.+The%0D%0Aresults+show+that+viral+marketing+and+integrated+marketing+communication+each%0D%0Ahave+a+positive+and+significant+effect+on+purchasing+decisions.+Simultaneously%2C%0D%0Aviral+marketing+and+integrated+marketing+communication+also+have+a+positive+and%0D%0Asignificant+effect+on+purchasing+decisions.%0D%0AKeywords+%3A+viral+marketing%2C+integrated+marketing+communication%2C+and+purchasing%0D%0Adecisions.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-07-19&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86952%2F1%2FAbstrak_GalangAlfiyansyah_2016051067%2520-%2520Galang%2520Alfiansyah.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86952%2F2%2FSkripsiTanpaLampiran_GalangAlfiyansyah_2016051067%2520-%2520Galang%2520Alfiansyah.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86952%2F3%2FSkripsiTanpaLampiran%2526aPembahasan_GalangAlfiyansyah_2016051067%2520-%2520Galang%2520Alfiansyah.pdf&rft.identifier=++GALANG+%2C+ALFIYANSYAH++(2024)+PENGARUH+VIRAL+MARKETING+DAN+INTEGRATED+MARKETING+COMMUNICATION+(IMC)+TERHADAP+KEPUTUSAN+PEMBELIAN+SKINCARE+SOMETHINC+(STUDI+PADA+MAHASISWA+UNIVERSITAS+LAMPUNG).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F86952%2F