JRP VOL.4 NO.1 MARET 2025 PENGARUH VIRAL MARKETING, KUALITAS PRODUK, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKIN CARE KOREA SELATAN

Abstract

ABSTRAKPenelitian ini bertujuan untuk mengetahui Pengaruh Viral Marketing (X1), Kualitas Prdouk (X2), dan Brand Trust (X3) Terhadap Keputusan Pembelian Produk Skincare Korea Selatan. Responden pada penelitian ini berjumlah 100 orang. Jenis penelitian yang digunakan adalah penelitian asosiatif. Metode pengumpulan data menggunakan survey melalui kuesioner. Teknis analisis yang digunakan adalah Regresi Linier Berganda. Hasil penelitian ini menunjukkan bahwa : (1) Viral Marketing tidak berpengaruh signifikan terhadap Keputusan Pembelian Produk Skincare Korea Selatan. (2) Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian Produk Skincare Korea Selatan. (3) Brand Trust berpengaruh positif signifikan terhadap Keputusan Pembelian Produk Skincare Korea Selatan. ABSTRACTThis research aims to determine the Influence of Viral Marketing (X1), Product Quality (X2), and Brand Trust (X3) on the Purchasing Decision of South Korean Skincare Products. The respondents in this study amounted to 100 people. The type of research used is associative research. The data collection method used is a survey through a questionnaire. The technical analysis used is Multiple Linear Regression. The results of this study indicate that: (1) Viral Marketing does not have a significant effect on the Purchasing Decision of South Korean Skincare Products.(2) Product Quality has a significant positive effect on the Purchasing Decision of South Korean Skincare Products. (3) Brand Trust has a significant positive effect on the Purchasing Decision of South Korean Skincare Products.