ANALYSIS OF THE INFLUENCE OF CELEBRITY ENDORSERS AND VIRAL MARKETING ON PURCHASE DECISIONS WITH CONSUMER BEHAVIOR AS AN INTERVENING VARIABLE (A CASE STUDY ON USERS SCARLETT WHITENING SKIN CARE PRODUCTS IN MAKASSAR)

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.