Pengaruh Media Sosial dan Brand Ambassador Terhadap Keputusan Pembeli Dengan Viral Marketing Sebagai Varibel Intervening Pada MS Glow Kota Palopo
DOI:
https://doi.org/10.35870/jemsi.v12i5.6908Keywords:
Social Media Promotion, Brand Ambassador, Viral Marketing, Purchase Decision, MS GlowAbstract
This study aims to analyze the influence of social media promotion and brand ambassadors on purchasing decisions with viral marketing as an intervening variable in MS Glow products in Palopo City. This study used quantitative methods with an explanatory research approach, and data was collected through questionnaires distributed to 100 users of MS Glow products in Palopo City. The results showed that social media promotion and brand ambassadors have a positive and significant influence on purchasing decisions, both directly and through viral marketing. Social media promotion also has a significant effect on viral marketing, which in turn increases purchase decisions. These findings support the importance of integrating social media promotion strategies and the use of brand ambassadors in marketing campaigns to increase viral marketing effectiveness and drive consumer purchase decisions.
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