Pengaruh Influencer Marketing dan Viral Marketing Terhadap Keputusan Pembelian

Maulinda, Nadifa Ariya and Slamet, Slamet ORCID: https://orcid.org/0000-0001-5583-5425 (2025) Pengaruh Influencer Marketing dan Viral Marketing Terhadap Keputusan Pembelian. Economic Reviews Journal, 4 (2). pp. 821-831. ISSN 2830-6449

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Abstract

Purchase decisions are the primary goal of marketing, impacting a company's profitability through increased sales. The decision-making process is often influenced by external factors. Therefore, marketers need to understand the driving factors behind consumer preferences and provide information to reduce the risk of negative preferences. The rapid development of electronic media, particularly social media, facilitates easier access to information. Marketing strategies such as influencer marketing and viral marketing are used to expand the reach of product information. This study aims to examine the influence of influencer marketing and viral marketing on the purchase decision of Azarine sunscreen products in Malang City. This research uses a qualitative approach. The object of this study is Azarine sunscreen and its consumers as subjects, with an unknown probability category of population selection. The sampling technique used is purposive sampling. A total of 104 respondents in Malang City were obtained as samples. The research data was collected through a survey using a Likert-scale questionnaire distributed directly to the respondents. The data will be analyzed using descriptive analysis techniques and SmartPLS version 4 statistics. The results of this study indicate that: (1) Influencer marketing has a significant positive effect on the purchase decision of Azarine sunscreen products. (2) Viral marketing has a significant positive effect on the purchase decision of Azarine sunscreen products.

Item Type:	Journal Article
Keywords:	Influencer Marketing, Viral Marketing, Purchase Decision.
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Slamet Slamet
Date Deposited:	28 Jan 2026 14:50

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