Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh pengaruh viral advertising terhadap attitude toward purchasing produk skincare ms glow secara online oleh muslimah di banda aceh dengan perceved ease of use sebagai variabel mediasi. adapun objek pada penelitian ini adalah musimah di banda aceh. penelitian ini menggunakan pendekatan kuantitatif, metode penentuan sampel non probability sampling dengan teknik purposive sampling dengan jumlah sampel sebanyak 100 responden. teknik analisis data yang digunakan yaitu path analysis dan uji sobel. berdasarkan hasil analisis penelitian diperoleh hasil bahwa viral advertising berpengaruh positif dan signifikan terhadap attitude toward purchasing. viral advertising berpengaruh positif dan signifikan terhadap perceved ease of use . perceved ease of use berpengaruh positif dan signifikan terhadap attitude toward purchasing. dan hasil uji sobel menunjukkan bahwa perceved ease of use memediasi pengaruh viral advertising terhadap attitude toward purchasing. kata kunci: viral advertising , attitude toward purchasing, perceved ease of use, skincare ms glow

ABSTRACT This study aims to analyze the influence of viral advertising on attitudes toward purchasing MS Glow skincare products online by Muslim women in Banda Aceh with perceived ease of use as a mediating variable. The object of this research is the seasonal season in Banda Aceh. This research uses a quantitative approach, with a non-probability sampling method using purposive sampling technique with a sample size of 100 respondents. The data analysis techniques used are path analysis and Sobel test. Based on the results of research analysis, the results showed that Viral advertising had a positive and significant effect on Attitude toward purchasing. Viral advertising has a positive and significant effect on perceived ease of use. perceived ease of use has a positive and significant effect on attitude toward purchasing. and the results of the Sobel test show that perceived ease of use mediates the influence of viral advertising on attitudes toward purchasing. Keywords: Viral advertising, Attitude toward purchasing, Perceived ease of use, Skincare MS Glow