PENGARUH VIRAL MARKETING, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS MUHAMMADIYAH PONOROGO)

This study aims to identify the influence of viral marketing, brand image, and product quality on purchasing decisions of Skintific products among students of the Faculty of Economics at Universitas Muhammadiyah Ponorogo. The approach used is quantitative, employing questionnaires distributed to 95 respondents who meet the criteria of having used and purchased Skintific products. The sampling method applied in this research is purposive sampling. Data analysis was assisted by SPSS version 25. The results show that both partially and simultaneously, the variables of viral marketing, brand image, and product quality have a positive and significant effect on purchasing decisions. Viral marketing through social media and widely discussed content, a strong and trustworthy brand image, as well as product quality that meets consumer expectations, have been proven to be the main factors driving students to decide to purchase Skintific products. These findings indicate the importance of effective marketing strategies, building a positive brand image, and providing high-quality products to increase purchase intention and consumer loyalty, especially among students.