Pengaruh Viral Marketing dan Brand Image Terhadap Keputusan Pembelian Pada Aldi’s Burger di Wilayah Cempaka Putih
DOI:
https://doi.org/10.65244/jetp.v2i2.1193Keywords:
viral marketing, brand image, keputusan pembelian, Aldi’s BurgerAbstract
Media sosial memperluas jangkauan promosi makanan, tetapi penyebaran konten saja belum menjelaskan mengapa konsumen memilih suatu merek. Bukti mengenai viral marketing dan brand image pada usaha makanan cepat saji setempat diperlukan untuk menjawab persoalan tersebut. Penelitian ini menganalisis hubungan kedua variabel, secara terpisah dan bersama-sama, dengan keputusan pembelian konsumen Aldi’s Burger di wilayah Cempaka Putih. Survei kuantitatif menggunakan kuesioner berskala Likert terhadap 384 konsumen yang pernah membeli dan dipilih melalui teknik purposive sampling. Analisis regresi linier berganda menghasilkan koefisien positif dan signifikan untuk viral marketing (0,479; nilai uji 18,986) serta brand image (0,453; nilai uji 19,812). Model bersama signifikan (nilai uji 366,707), dan kedua variabel menjelaskan 65,8 persen variasi skor keputusan pembelian. Temuan ini menunjukkan bahwa konten yang dinilai mudah disebarkan dan citra merek yang positif sama-sama berkaitan dengan keputusan pembelian yang lebih kuat pada responden penelitian. Implikasi praktisnya ialah menyelaraskan isi promosi dengan persepsi konsumen terhadap merek. Pemilihan responden yang tidak acak dan pengukuran satu waktu membatasi generalisasi serta tidak membuktikan hubungan sebab akibat.
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