creators_name: GALANG , ALFIYANSYAH
creators_id: 2016051067
type: other
datestamp: 2025-05-09 07:17:55
lastmod: 2025-05-09 07:17:55
metadata_visibility: show
title: PENGARUH VIRAL MARKETING DAN INTEGRATED MARKETING
COMMUNICATION (IMC) TERHADAP KEPUTUSAN PEMBELIAN
SKINCARE SOMETHINC (STUDI PADA MAHASISWA UNIVERSITAS

LAMPUNG)

ispublished: pub
subjects: 320
full_text_status: restricted
abstract: Pentingnya merawat kulit agar terlihat menawan mendorong individu untuk mulai
memperhatikan kesehatan kulit, karena tren positif tersebut Indonesia menjadi
target pasar kosmetik. Brand lokal kosmetik khususnya skincare yang berhasil
menjangkau pasar Indonesia salah satunya adalah Somethinc. Brand skincare ini
memasarkan produknya menggunakan beberapa media sosial untuk membagikan
informasi mengenai produk-produk yang ditawarkannya. Penelitian ini bertujuan
untuk mengukur pengaruh viral marketing dan integrated marketing
communication terhadap keputusan pembelian konsumen skincare Somethinc di
Universitas Lampung. Metode pengambilan sampel menggunakan nonprobability
sampling dengan teknik cluster sampling. Sampel terdiri dari 100 responden
mahasiswa Universitas lampung dan pernah membeli produk skincare Somethinc.
Data yang dikumpulkan dari kuesioner kemudian diolah dan dianalisis yang
mencakup uji validitas, uji reliabilitas, uji asumsi klasik, dan uji regresi linier
berganda. Hasil menunjukkan bahwa viral marketing dan integrated marketing
communication masing-masing berpengaruh positif dan signifikan terhadap
keputusan pembelian. Secara simultan, viral marketing dan integrated marketing
communication juga berpengaruh positif dan signifikan terhadap keputusan
pembelian.
Kata Kunci: viral marketing, integrated marketing communication, dan keputusan
pembelian

ABSTRACT

THE EFFECTS OF VIRAL MARKETING AND INTEGRATED
MARKETING COMMUNICATION (IMC) ON PURCHASING DECISIONS
FOR SOMETHINC SKINCARE (STUDY ON UNIVERSITY STUDENTS)

By

GALANG ALFIYANSYAH

The importance of taking care of the skin to look charming encourages
individuals to start paying attention to skin health, because of this positive trend,
Indonesia has become a target market for cosmetics. One of the local cosmetic
brands, especially skincare, that has successfully reached the Indonesian market
is Somethinc. This skincare brand markets its products using several social media
to share information about the products it offers. This study aims to measure the
effect of viral marketing and integrated marketing communication on consumer
purchasing decisions for Somethinc skincare at Lampung University. The
sampling method used nonprobability sampling with cluster sampling technique.
The sample consisted of 100 respondents from Lampung University students and
had purchased Somethinc skincare products. The data collected from the
questionnaire was then processed and analyzed which included validity test,
reliability test, classical assumption test, and multiple linear regression test. The
results show that viral marketing and integrated marketing communication each
have a positive and significant effect on purchasing decisions. Simultaneously,
viral marketing and integrated marketing communication also have a positive and
significant effect on purchasing decisions.
Keywords : viral marketing, integrated marketing communication, and purchasing
decisions.
date: 2024-07-19
date_type: published
publisher: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
place_of_pub: UNIVERSITAS LAMPUNG
citation:   GALANG , 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, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/86952/1/Abstrak_GalangAlfiyansyah_2016051067%20-%20Galang%20Alfiansyah.pdf
document_url: http://digilib.unila.ac.id/86952/2/SkripsiTanpaLampiran_GalangAlfiyansyah_2016051067%20-%20Galang%20Alfiansyah.pdf
document_url: http://digilib.unila.ac.id/86952/3/SkripsiTanpaLampiran%26aPembahasan_GalangAlfiyansyah_2016051067%20-%20Galang%20Alfiansyah.pdf