Pengaruh Viral Marketing, Celebrity Endorser, dan Epistemic Value Terhadap Keputusan Pembelian Sunscreen Azarine

Abstract

Abstract:  Viral marketing is another form of word of mouth or word of mouth that encourages consumers to convey a company's developments in products or services via audio, video and/or written information to others online Celebrity Endorser is one of the right choices in conveying information about the products they have. The company uses unknown individuals to individuals known to the public as sources in conveying messages, both directly and indirectly. However, messages conveyed by attractive or well-known sources can attract higher attention and memory in the minds of the intended consumers. Epistemic Value is the utility that is felt and derived from alternative capacities to arouse curiosity, provide novelty and satisfy the desire to seek knowledge. Purchasing decisions refer to the buying behavior of final consumers, both individuals and households who buy goods or services for personal consumption through selection of two or more choices. This study aims to examine and analyze the influence of viral marketing, celebrity endorsers, and epistemic value on the purchase decision of Azarine sunscreen.

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