A The Influence of Viral Marketing, Social Media Marketing and Product Quality on Purchasing Decisions For MS Glow Skincare In Indonesia

Abstract

The use of viral marketing strategies on platforms such as
Instagram allows entrepreneurs to effectively expand market
reach (Ashari & Sitorus, 2023).This type of research is a
systematic and logical process of collecting and analyzing data
to achieve goals based on the characteristics of beauty, using a
quantitative approach. Quantitative research focuses on
processing data in the form of numbers, with research results
based on these data. The use of graphs is generally used to
visualize data measurements in quantitative research.The
result of this study is to determine and prove the hypothesis
about whether or not there is an influence of Viral Marketing
(X1), Social Media Marketing (X2), and Product Quality (X3) on
Purchasing Decisions (Y).Based on the results of the research
and discussion that has been previously stated, it can be
concluded from the research on the influence of Viral
Marketing, Social Media Marketing, and Product Quality on
Purchasing Decisions for Ms Glow products in Indonesia,
because Viral Marketing is one of the social media used by
several companies. Research can be used to provide an overview
and insight into marketing communications carried out by the
Ms Glow skincare business through social media, especially the
implementation of Viral Marketing as a new communication
style. Research can also be conducted on Viral Marketing
conducted through other social media such as Instagram.