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- Title
THE EFFECT OF VIRAL MARKETING AND CELEBRITY ENDORSERS ON PURCHASING DECISIONS FOR SOMETHING X NCT DREAM SKINCARE AT TIKTOK SHOP.
- Authors
Dewi, Nindy Selvya; Melinda, Helda; Santoso, Muhamad
- Abstract
The development of the internet shows that there is growth in more and more internet users worldwide, and Indonesia is one of them. However, in modern times this has spread widely to the economic and entrepreneurial fields, so the term E-commerce or online trading has emerged to meet daily needs such as Tiktok Shop. The success of Tiktok Shop in Indonesia is due to the way business actors change promotional strategies using viral marketing and celebrity endorsers to get public attention and viral news on social media. The purpose of this study is to ascertain how viral marketing and celebrity endorsements affect consumers' decisions to buy X NCT Dream skincare products via TikTok Shop. Data collecting for associative study is done by a quantitative technique utilizing a Google form to distribute surveys to up to 200 respondents online. After data processing, IBM SPSS 25 Version for Windows was used for analysis. Multiple linear analysis is the data analysis method employed. Every theory demonstrates relevance. The study concludes that buying decisions for X NCT Dream skincare products from TikTok Shop are significantly and favorably influenced by viral marketing and celebrity endorsers.
- Subjects
INDONESIA; VIRAL marketing; SKIN care; SKIN care products; CONSUMERS; FAME
- Publication
Journal of Economics, Technology & Business / Jurnal Ekonomi Teknologi & Bisnis (JETBIS), 2024, Vol 3, Issue 3, p792
- ISSN
2964-903X
- Publication type
Article