Pengaruh Celebrity Endorser (Sehun), Brand Trust, dan Viral Marketing terhadap Keputusan Pembelian Produk WHITELAB (Studi Pemasaran Produk Whitelab pada Followers Instagram @whitelab.id)

Abstract

The use of social media is currently growing very rapidly. Social media has opened up phenomenal business opportunities, with many people connected, buying and selling activities become more dynamic and touch a wider audience. One of the local brands in Indonesia that has been using social media actively is Whitelab. Whitelab uses various social media to reach a wider market, one of which is Instagram. This study aims to analyze the effect of celebrity endorsers (Sehun), brand trust, and viral marketing on purchasing decisions for Whitelab products on Whitelab Instagram followers. The influence between celebrity endorsers (Sehun), brand trust, and viral marketing is analyzed partially and simultaneously on purchasing decisions. The form of research used is quantitative research with an associative approach. The sampling method uses probability sampling method with 100 respondents as the sample. Primary data used in this study were obtained by distributing questionnaires via google form while secondary data were obtained by literature study. The data analysis method used is instrument test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted show that the celebrity endorser (Sehun), brand trust, and viral marketing variables have a significant effect, both partially and simultaneously on purchasing decisions for Whitelab products on Whitelab Instagram followers. The coefficient of determination test shows that there is a close relationship between celebrity endorsers (Sehun), brand trust, and viral marketing on purchasing decisions with an R value of 0.860. Through the Adjusted R Square value or the coefficient of determination, it shows that the celebrity endorser (Sehun) variable (X1), brand trust (X2), and viral marketing (X3) can explain the purchasing decision variable (Y) by 73.2%, while the remaining 26.8% is influenced by other variables not discussed in this study.