Kamal Kamal, Albar Alaydrus, Zulfikar Jakaputera Djamalang, Esianta Esianta, Nur Hijrah

PENGARUH VIRAL MARKETING, BRAND IMAGE DAN POSITIVE EMOTIONAL EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MEMILIH MIXUE CABANG INPRES KOTA PALU

Introduction

Pengaruh viral marketing, brand image dan positive emotional experience terhadap keputusan pembelian konsumen memilih mixue cabang inpres kota palu. Studi kuantitatif di Palu mengungkap pengaruh viral marketing, brand image & pengalaman emosional positif terhadap keputusan pembelian konsumen Mixue. Temukan hasilnya!

Abstract

Penelitian ini bertujuan untuk 1). Untuk mengetahui pengaruh viral marketing, brand image dan positive emotional experience terhadap keputusan pembelian konsumen memilih mixue cabang inpres kota palu. 2). Untuk mengetahui pengaruh viral marketing terhadap keputusan pembelian konsumen memilih mixue cabang inpres kota palu. 3). Untuk mengetahui pengaruh brand image terhadap keputusan pembelian konsumen meilih mixue cabang inpres kota palu. 4). Untuk mengetahui pengaruh positive emotional experience terhadap keputusan pembelian konsumen memilih mixue cabang inpres kota palu. Populasi dalam penelitian ini mencakup keseluruhan konsumen yang pernah membeli di mixue cabang inpres kota palu Metode yang digunakan Penelilti adalah explanative research dengan menggunakan pendekatan kuantitatif dengan alat bantu koesioner terhadap 77 responden. Hasil penelitian ini membuktikan bahwa melihat hubungan antara ketiga variabel bebas Viral marketing, Brand image Dan Positive emotionl experience Terhadap Keputusan Pembelian 0.655 artinya hubungan variabel bebas (independen) terhadap variabel terikat (dependen) adalah kuat. R Square atau koefisien determinasi (R2) adalah melihat pengaruh antara Viral marketing, Brand image dan Positive emotional experience Terhadap Keputusan pembelian memilih mixue cabang inpres kota Palu. 429 sebesar 0.429 atau 42% artinya pengaruh variabel bebas (independen) terhadap variabel terikat (dependen) sebesar 42% sedangkan sisanya 58% adalah pengaruh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Viral marketing,Brand image, Positive emotional experience dan Keputusan pembelian

Review

This paper investigates the pertinent factors influencing consumer purchasing decisions for Mixue's Inpres branch in Palu, specifically focusing on viral marketing, brand image, and positive emotional experience. The research clearly outlines four objectives, aiming to determine the collective and individual impacts of these variables on consumer choice. By addressing these factors within the context of a popular brand like Mixue, the study contributes valuable insights into consumer behavior in a localized market, highlighting mechanisms through which perceptions and experiences translate into purchase decisions. The clarity of the objectives provides a strong foundation for the research's scope and intent. Methodologically, the study employs an explanative quantitative approach, utilizing a questionnaire to gather data from 77 respondents, defined as all consumers who have purchased from the specified Mixue branch. While the abstract presents key findings regarding the relationships between variables, stating a strong collective relationship (0.655) between the independent variables and purchasing decisions, it primarily offers a combined R-squared value of 0.429. This indicates that viral marketing, brand image, and positive emotional experience collectively explain 42% of the variance in purchasing decisions, leaving a substantial 58% to unexamined factors. For a comprehensive understanding, the full paper should elaborate on the individual effects of each independent variable, as promised by the specific objectives, and detail the statistical tests used to ascertain these influences. Overall, the research presents a focused and relevant inquiry into consumer purchasing behavior for a specific brand in a local market. Its strengths lie in its clear objectives and the identification of key drivers of purchase decisions. However, the generalizability of the findings might be limited due to the localized scope (single branch) and the sample size. Future research could benefit from expanding the study to include multiple branches or different geographical locations to enhance external validity, and perhaps incorporate qualitative methods to gain a deeper understanding of the "why" behind these statistical relationships. Furthermore, the complete manuscript should provide a more granular breakdown of the statistical analyses, particularly concerning the individual impact of each independent variable on consumer purchasing decisions.

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