Tujuan penelitian ini adalah untuk mengetahui : (1) Pengaruh Brand Ambassador terhadap keputusan pembelian produk skincare Glad2Glow. (2) Pengaruh Viral Marketing terhadap keputusan pembelian produk skincare Glad2Glow. (3) Pengaruh video konten terhadap keputusan pembelian produk skincare Glad2Glow. (4) Video konten dapat memoderasi pengaruh Brand Ambassador terhadap keputusan pembelian produk skincare Glad2Glow. (5) Video konten dapat memoderasi pengaruh Viral Marketing terhadap keputusan pembelian produk skincare Glad2Glow. Metode yang digunakan adalah metode kuantitatif dengan menggunakan analisis deskriptif dan verifikatif. Populasi dalam penelitian ini yaitu Masyarakat pengguna skincare Glad2Glow di Kabupaten Kuningan yang tidak diketahui. Pengambilan sampel menggunakan rumus Hair et al dengan jumlah sampel sebanyak 160 responden. Teknik pengambilan sampel yaitu non probability sampling dengan menggunakan metode convenience sampling. Teknik pengumpulan data yang dilakukan dalam penelitian ini yaitu dengan menyebar kuesioner dan pengukurannya menggunakan skala interval. Analisis data menggunakan regresi linier yang dibantu dengan software IBM SPSS Versi 26. Berdasarkan hasil penelitian yang telah dilakukan menunjukkan bahwa (1) Brand Ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Viral Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Video konten berpengaruh positif dan signifikan terhadap keputusan pembelian. (4)Video konten memoderasi Brand Ambassador terhadap keputusan pembelian.(5) Video konten memoderasi Viral marketing terhadap keputusan pembelian.
Kata Kunci: Brand Ambassador, Viral Marketing, Video konten, Keputusan Pembelian
The purpose of this study was to determine: (1) The influence of Brand Ambassador on purchasing decisions for Glad2Glow skincare products. (2) The influence of Viral Marketing on purchasing decisions for Glad2Glow skincare products. (3) The influence of Video Content on purchasing decisions for Glad2Glow skincare products. (4) Video content can moderate the influence of Brand Ambassador on purchasing decisions for Glad2Glow skincare products. (5) Video content can moderate the influence of Viral Marketing on purchasing decisions for Glad2Glow skincare products. The method used is a quantitative method using descriptive and verification analysis. The population in this study was the community of Glad2Glow skincare users in Kuningan Regency who were unknown. Sampling using the Hair et al formula with a sample size of 160 respondents. The sampling technique is non-probability sampling using the convenience sampling method. The data collection technique used in this study was by distributing questionnaires and measuring them using an interval scale. Data analysis used linear regression assisted by IBM SPSS Version 26 software. Based on the results of the research that has been conducted, it shows that (1) Brand Ambassador have a positive and significant effect on purchasing decisions. (2) Viral Marketing has a positive and significant effect on purchasing decisions. (3) Video content has no effect and is not significant on purchasing decisions. (4) Video content does not moderate Brand Ambassador on purchasing decisions. (5) Video content moderates Viral Marketing on purchasing decisions.
Keywords: Brand Ambassador, Viral Marketing, Video content, Purchasing Decisions