PENGARUH VIRAL MARKETING , BRAND EXPERIENCE , DAN BRAND IMAGE TERHADAP NIAT PEMBELIAN ULANG (Survey Pada Konsumen Skincare Scarlett Whitening Mahasiswa Universitas Muhammadiyah Ponorogo)

The Influence of Viral Marketing, Brand Experience, and Brand Image on Repurchase Intentions (Survey on Skincare Consumers Scarlett Whitening, Student of Universitas Muhamadiyah Ponorgo)

ABSTRAC

This study was conducted to find out what is the influence of viral marketing, brand experience, and brand image on the repurchase intentions of Scarlett Whitening Skincare consumers at Muhhamdiyah Ponorogo University. This type of research is quantitative with a sampling technique, namely snowball sampling. The data source was obtained by distributing questionnaires online to Scarlett Whitening Skincare consumers, namely Students of Muhammdiyah Ponorogo University as many as 96 respondents. The data analysis used is multiple linear regression. From the dispersed questionnaires obtained hasi; determination of 49.8%, so that repurchase intentions are influenced by these three variables by 49.8%. The results showed that viral marketing does not have a significant effect on repurchase intentions, but brand experience has a positive and significant influence on repurchase intentions, and brand image does not have a significant effect on repurchase intentions.

Keywords: Viral Marketing, Brand Experience, Brand Image, Repurchase Intention