Purchasing Decisions in Review of Social Media Marketing, Viral Marketing, and Brand Awareness on Camille Beauty Products
Keputusan Pembelian Ditinjau dari Social Media Marketing, Viral Marketing, serta Brand Awareness Pada Produk Camille Beauty
DOI:
https://doi.org/10.21070/ups.6869Keywords:
Social Media Marketing, Viral Marketing, Brand Awareness, Purchasing DecisionsAbstract
Research was conducted to determine the effect of social media marketing, viral marketing, and brand awareness on purchasing decisions for Camille Beauty products. This research methodology is based on a descriptive quantitative approach, where the population includes all users of Camille Beauty skincare products in Sidoarjo, and a sample of 100 people was taken. The sample was selected using purposive sampling technique. Data were collected through a questionnaire, and a Likert scale was used to measure the answers. Data analysis was performed using the PLS-SEM method using SmartPLS 3.0 software. The results prove that social media marketing has an effect on purchasing decisions on Camille Beauty products in Sidoarjo, viral marketing has an influence on purchasing decisions on Camille Beauty products in Sidoarjo, and brand awareness influences purchasing decisions on Camille Beauty products in Sidoarjo.
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