PENGARUH BUZZ MARKETING, INFLUENCER, PRODUCT KNOWLEGDE YANG DIMEDIASI OLEH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW (Studi Pada Followers Tiktok Glad2glow)

zefanya , sri ulina kemit (2025) PENGARUH BUZZ MARKETING, INFLUENCER, PRODUCT KNOWLEGDE YANG DIMEDIASI OLEH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW (Studi Pada Followers Tiktok Glad2glow). FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Penelitian ini bertujuan untuk menguji pengaruh buzz marketing, Influencer dan product knowledge terhadap keputusan pembelian Glad2glow skincare study pada followers Tiktok, dengan viral marketing sebagai variabel mediasi hubungan tersebut. Dengan pendekatan kuantitatif berbasis explanatory research, penelitian ini melibatkan 100 responden dari followers tiktok glad2glow skincare. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Model (SEM). Hasil analisis mengungkapkan Hasil analisis menunjukkan bahwa buzz marketing dan Influencer berkontribusi positif terhadap viral marketing, sementara product knowledge berkontribusi positif namun tidak signifikan. Buzz marketing dan Influencer juga berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan product knowledge berkontribusi secara tidak langsung. Viral marketing turut memberikan kontribusi positif terhadap keputusan pembelian dan berperan sebagai mediasi yang signifikan antara variabel independen dengan keputusan pembelian. Temuan ini memberi wawasan strategis bagi Glad2Glow untuk mengoptimalkan pemasaran digital melalui edukasi produk, pemanfaatan Influencer autentik, dan konten viral guna memperkuat keputusan pembelian konsumen. Kata Kunci: Buzz Marketing, Influencer, Product Knowledge, Viral Marketing, Keputusan Pembelian, TikTok Shop, Glad2Glow This study aims to examine the influence of buzz marketing, Influencers and product knowledge on the purchase decision of Glad2glow skincare study on Tiktok followers, with viral marketing as a variable mediating the relationship. With a quantitative approach based on explanatory research, this study involved 100 respondents from glad2glow skincare tiktok followers. Data were collected through questionnaires and analyzed using the Structural Equation Model (SEM) method. The results of the analysis revealed that buzz marketing and Influencers contributed positively to viral marketing. While product knowledge contributed positively but not significantly to the viral marketing variable. While buzz marketing and Influencers have a positive and significant influence on purchasing decisions. However, product knowledge has a positive effect and contributes indirectly to the purchasing decision variable. Likewise, viral marketing contributes positively to purchasing decisions. And the mediating variable viral marketing has a significant direct influence on independent variables, such as buzz marketing, Influencers, and product knowledge, which indirectly strengthens the relationship with the Purchase Decision variable.These findings provide strategic insights for skincare brands such as Glad2Glow in optimizing digital marketing strategies, namely by increasing product education, utilizing authentic Influencers, and creating content that has the potential to go viral in order to strengthen consumer purchasing decisions more effectively and sustainably. Keywords: Buzz Marketing, Influencer, Product Knowledge, Viral Marketing, Purchase Decision, TikTok Shop, Glad2Glo

Jenis Karya Akhir: Skripsi
Subyek: 300 Ilmu sosial > 304 Faktor yang mempengaruhi perilaku sosial
300 Ilmu sosial > 350 Administrasi publik dan ilmu militer > 351 Administrasi publik
Program Studi: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK (FISIP) > Prodi S1-Ilmu Administrasi Bisnis
Pengguna Deposit: UPT . Siswanti
Date Deposited: 02 Nov 2025 06:40
Terakhir diubah: 02 Nov 2025 06:40
URI: http://digilib.unila.ac.id/id/eprint/92569

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