Influencer and Viral Marketing: Strengthening Efforts Brand Image on Local Cosmetic Brands Somethinc

Aris Baharuddin; Nur Astaman Putra; Natasya Ananda Lili; Kemal Sandi

doi:10.26858/pdr.v6i2.47040

Influencer and Viral Marketing: Strengthening Efforts Brand Image on Local Cosmetic Brands Somethinc

Aris Baharuddin^(1*), Nur Astaman Putra⁽²⁾, Natasya Ananda Lili⁽³⁾, Kemal Sandi⁽⁴⁾,

(1) Department of Administrative, Faculty Science of Social Science and Law, Universitas Negeri Makassar, Indonesia
(2) Majene State Islamic College, West Sulawesi, Indonesia
(3) Department of Administrative, Faculty Science of Social Science and Law, Universitas Negeri Makassar, Indonesia
(4) Faculty of Vocation, Universitas Brawijaya, Indonesia
(*) Corresponding Author

DOI: https://doi.org/10.26858/pdr.v6i2.47040

Abstract

This study aims to describe the formation of the brand image through influencer and viral marketing on the local cosmetic brand Something. Brand image variable indicators include strength, uniqueness, and superiority or preference. The indicators of influencer variables include expertise, trust, and attractiveness. Meanwhile, indicators of viral marketing variables include product knowledge, product information clarity, and product discussion. The research method used is quantitative. The sample used is the sample formulated by Slovin, namely as many as 100 respondents, with data collection techniques through questionnaires. The data obtained were processed using data analysis techniques in the form of validity and reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing, and the coefficient of determination. The results showed that the brand image variable, influencer, and viral marketing partially positive and significant effect on purchasing decisions.

Keywords

Brand Image; Influencers; Viral Marketing; Cosmetics

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