The Influence of Viral Marketing, Celebrity Endorse, and Brand Awareness on the Purchase Decision of Something Cosmetic Products

Abstract

The rapid development of technology and information certainly has an impact on the way people shop, namely online shopping. The COVID-19 pandemic also made people have to use masks, where the use of masks can cause skin problems such as acne, bacterial infections, to eczema, besides that the public also pays attention to skin health even though many activities in the room due to free radicals that still threaten skin health make people use various types of cosmetic products. One of the local cosmetic product manufacturers that are much hunted is Somethinc, Somethinc is widely chosen by consumers because of its affordable price and excellent quality and is widely recommended by beauty influencers. This panel aims to determine the influence of indicators of viral marketing variables, celebrity endorsement, and brand awareness on the purchase decision of Somethinc cosmetic products. This research applies quantitative methods, namely research conducted by taking samples from the population and using questionnaires as a data collection tool. The time dimension used is a cross section where research is conducted with a large number of participants at a certain time. The respondents used as a data source were all students who had purchased Somethinc cosmetic products. The results of this study indicate that viral marketing has a positive and significant influence on the purchase decision of Somethinc cosmetic products, celebrity endorsement has a positive and significant effect on the purchase decision of Somethinc cosmetic products, brand awareness has a simultaneous effect on the purchase decision of cosmetic products. Somethinc. viral marketing and celebrity endorsement, positive and significant influence on the decision to purchase Somethinc cosmetic products. Celebrity endorsement and brand awareness simultaneously affect the purchase decision of Somethinc cosmetic products. Viral marketing and brand awareness simultaneously affect the decision to purchase Somethinc cosmetic products.

Keywords: Viral marketing, celebrity endorse, brand awareness, purchasing decisions