PENGARUH VIRAL MARKETING, CELEBRITY ENDORSERR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN CONSUMER TRUST SEBAGAI VARIABEL INTERVENING PADA PELANGGAN AA CLINIC DI LHOKSEUMAWE

Abstract

This study aims to see the effect of viral marketing, celebrity
endorser and brand awareness on purchasing decisions with
consumer trust as an intervening variable for AA Clinic customers in
Lhokseumawe. This research was conducted in Lhokseumawe.
Meanwhile, the object of this research is AA Clinic customers who
use products and services to treat their skin at AA Clinic. The
population in this study were all AA Clinic customers in
Lhokseumawe. the sample in this study is 5- 10 times the number of
indikators in this research model taking a sample of 5 times from the
number of indikators (24 x 5) = 120 samples. The method of
analysis in this study uses the Structural Equation Model (SEM). The
results of the study show that viral marketing and celebrity endorser
variables affect consumer trust and purchase decisions.
Furthermore, the brand awareness variable has no effect on
consumer trust and purchasing decisions. The consumer trust
variable mediates the relationship between viral marketing and
celebrity endorser variables on purchasing decisions. Meanwhile,
consumer trust does not mediate the relationship between brand
awareness variables and purchasing decisions.