Pengaruh Personal Branding King Abdi Terhadap Purchase Intention Melalui Viral Marketing Pada Basreng Luekoh By King Abdi di Tiktok
DOI:
https://doi.org/10.31004/edp.v3i4.241Keywords:
Personal Branding, Publik Figur, Purchase Intention, Viral Marketing, UMKM Kuliner, Gen ZAbstract
Penelitian ini bertujuan menganalisis pengaruh personal branding King Abdi terhadap purchase intention pada produk Basreng Luekoh by King Abdi di TikTok, baik secara langsung maupun melalui mediasi viral marketing. Penelitian kuantitatif eksplanatori ini menggunakan survei cross-sectional dengan teknik purposive sampling terhadap responden Generasi Z pengguna aktif TikTok yang telah mengenal King Abdi dan konten Basreng Luekoh. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa personal branding berpengaruh positif dan signifikan terhadap purchase intention secara langsung. Personal branding juga terbukti berpengaruh positif dan signifikan terhadap viral marketing, dan viral marketing berpengaruh positif dan signifikan terhadap purchase intention. Viral marketing juga terbukti berperan sebagai mediator parsial (partial mediation) dalam hubungan antara personal branding dan purchase intention. Kesimpulannya, kredibilitas personal figur publik efektif membentuk minat beli konsumen melalui penguatan kepercayaan secara langsung maupun perluasan jangkauan pesan melalui penyebaran konten secara viral di media sosial.
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