The Influence of Brand Image and Viral Marketing on Students Purchasing Decisions Mediated by Price

Authors

  • Luh Komang Candra Dewi Universitas Triatma Mulya
  • Silvia Ekasari STIE Manajemen Bisnis Indonesia
  • Gusti Noorlitaria Achmad Universitas Mulawarman
  • Aat Ruchiat Nugraha Universitas Padjadjaran,
  • Mokhamad Arwani Universitas Wahid Hasyim Semarang

DOI:

https://doi.org/10.37385/ijedr.v5i2.5449

Keywords:

Purchase Decisions, Viral Marketing, Brand Image

Abstract

This study looks into and assesses how viral marketing and brand image affect price-mediated purchasing decisions. There are all 2023 Semarang University Faculty of Economics students. By using the Slovin formula on the data, 59 research samples were generated. SPSS is used as part of the data analysis procedure. The results of the study are shown in the SPSS output, and they show that viral marketing significantly affects expenses. Price is significantly impacted by brand image. Viral marketing has a big impact on what consumers decide to buy. Brand perception has a big impact on consumer purchase decisions. Price has a major role in determining what purchases are made. Pricing is a key mediating factor in the relationship between viral marketing and purchase decisions. Furthermore, pricing has a major mediating role in the link between brand perception and purchase behavior.

References

Al Karimah, F. L., Nurdin, N., & Hestiningtyas, W. (2022). The Effect of Social Influence on Students’ Purchase Decision at Marketplace of Shopee. Journal of Economics Education and Entrepreneurship, 3(1), 65. https://doi.org/10.20527/jee.v3i1.4309

Arikunto. (2006a). Pengaruh Persepsi Harga, Kualitas Pelayanan Melalui Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Rumah Kecantikan Sifra Di Pati. Diponegoro Journal of Management, 5(1), 1–12.

Arikunto, S. (2006b). Prosedur Penelitian Suatu Pendekatan Praktek. PT. Rineke Cipta.

Ekasari, S., Tannady, H., Gunawan, E., Nawangwulan, I. M., & Anantadjaya, S. P. (2023). Analysis of Indihome Customer Satisfaction Improvement Through Service Quality and Brand Image. COSTING:Journal of Economic, Business and Accounting, 6(2), 1356–1365.

Gede, I. W., Setiawan, A., Efendi, B., & Ekasari, S. (2024). Analysis of The Influence of Digital Promotion , Use of Social Media and Competitive Advantages on Marketing Performance of Travel Agencies. 4, 7401–7409.

Ghozali. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Edisi 9). Universitas Diponegoro.

Hapy Linawati, E., Qurrotu Aini, F., Rahayu, L., Rio Masandi, N., Fatma Handayani, V., Khoir, Mz., & Pudji Estiasih, S. (2023). Pengaruh viral marketing dan brand awareness terhadap keputusan pembeliann (Studi kasus gerai mixue gayungsari). Seminar Nasional Hasil Riset Dan Pengambdian, 5(5), 1986–1995. https://snhrp.unipasby.ac.id/prosiding/index.php/snhrp/article/view/771

Kuspriyono, T., Silvia Ekasari, Arifai Ilyas, Donny Dharmawan, & Musran Munizu. (2024). Analysis Of The Influence Of Digital Brand Perception And E-Wom On Repurchase Intention Of Internet Protocol Television Service Product. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1026–1031. https://doi.org/10.35870/jemsi.v10i2.2252

Luh Putu Gangga Rahayu, N., & Made Wulandari Kusumadewi, N. (2023). Peran Brand Awareness Memediasi Pengaruh Viral Marketing Terhadap Keputusan Pembelian. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12(10), 318–326. https://ojs.unud.ac.id/index.php/EEB/index

Octavia, Y. F., Luh Komang Candra Dewi, Donny Dharmawan, Silvia Ekasari, & Hery Erdi. (2024). The Influence Of Customer Value, Customer Trust And Electronic Service Quality On Customer Satisfaction Of Traveloka. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 283–288. https://doi.org/10.35870/jemsi.v10i1.1908

Pratama, C. A. Z., Dewi, R. S., & Wijayanto, A. (2022). Pengaruh Viral Marketing terhadap Keputusan Pembelian Sunscreen Wardah melalui Brand Awareness sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Diponegoro Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 59–69. https://doi.org/10.14710/jiab.2022.33406

Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta, CV.

Tresnawati, Y., & Prasetyo, K. (2018). Pemetaan Konten Promosi Digital Bisnis Kuliner kika’s Catering di Media Sosial. PRofesi Humas?: Jurnal Ilmiah Ilmu Hubungan Masyarakat, 3(1), 102. https://doi.org/10.24198/prh.v3i1.15333

Tresnawati, Y., & Prasetyo, K. (2022). Pemanfaatan Digital Marketing Bagi Usaha Mikro Kecil dan Menengah Bisnis Kuliner. Journal of New Media and Communication, 1(1), 43–57. https://doi.org/10.55985/jnmc.v1i1.5

Wahyuni, S., & Saifudin. (2023). Pengaruh Content Marketing, Viral Marketing dan Spiritual Marketing Terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening (Studi kasus pada konsumen Rocket Chicken di Salatiga). Al-Muraqabah: Journal of Management and Sharia Business, 3(1), 133–155. https://doi.org/10.30762/almuraqabah.v3i1.586

Downloads

Published

2024-06-10

How to Cite

Dewi, L. K. C., Ekasari, S., Achmad, G. N. ., Nugraha, A. R. ., & Arwani, M. . (2024). The Influence of Brand Image and Viral Marketing on Students Purchasing Decisions Mediated by Price. International Journal of Economics Development Research (IJEDR), 5(2), 1456–1467. https://doi.org/10.37385/ijedr.v5i2.5449