The Effect of Viral Marketing, Celebrity Endorsement, and Online Customer Review on Purchase Satisfaction of Glad2Glow Skincare Products
Case Study on the Use of Glad2Glow Skincare Garu II Medan Amplas
DOI:
https://doi.org/10.61132/ijems.v3i3.1304Keywords:
Celebrity Endorsement, Online Reviews, Purchase Satisfaction, Skincare Products, Viral MarketingAbstract
This study aims to determine the effect of Viral Marketing, Celebrity Endorsement, and Online Customer Reviews on Purchase Satisfaction of Glad2glow Skincare Products (Case Study on the Use of Glad2Glow Skincare Garu Il Medan Amplas). In this study, the data collection technique used a random sampling method, the sample used was 93 respondents. All analyses in this study were assisted by the SPSS 25.0 program. Data analysis techniques were carried out through classical assumption tests, multiple linear regression analysis, and hypothesis testing. Based on the t-test that has been carried out, the results obtained are that the Sig. value of the Viral Marketing variable is obtained at 0.016 <0.05 and the calculated t value (3.350)> t table (1.662). So it can be concluded that the Viral Marketing variable has a positive and significant effect on the Purchase Satisfaction variable. Furthermore, the Sig. value of the Celebrity Endorsement variable is obtained at 0.037 <0.05 and the calculated t value (4.817)> t table (1.662). So it can be concluded that the Celebrity Endorsement variable has a significant effect on the Purchase Satisfaction variable. Furthermore, the Sig. value of the Online Customer Review variable obtained is 0.041 <0.05, which has a significant effect on the Purchase Satisfaction variable. From these data, the calculated t value is (7.661)> t table (1.662). So it can be stated that the Online Customer Review variable has a positive and significant effect on the Purchase Satisfaction variable.
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