Abstract:
The purpose of this study is to identify how celebrity endorsers and viral marketing
can influence the buying decision process if consumer behavior is the intervening
variable. In this study, researchers combined a quantitative approach with
descriptive methods. The Non-Probability Sample approach was employed in this
study as the sampling strategy (Non-random Sample) and also this study also used
a purposive sampling technique. Using an online questionnaire for data collection
and disseminated via the internet to Makassar people who know and use the Scarlett
product, so that this study gets a total of 241 respondents, and the Smart-PLS
statistics software as a data processing tool. According to the findings of this study,
of the seven hypotheses proposed by the researcher, five were accepted and two
were rejected. The hypothesis that was rejected was that there was a significant
influence between viral marketing on consumer behavior and between viral
marketing on purchase decisions through consumer behavior.
