THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME

Widya Adesti Sriningsih ; Lia Julaeha
International Journal Management and Economic (IJM... 📅 2026 Vol 5, No 2 🔗 DOI: 10.56127/ijme.v5i2.3016
Abstract
This research aims to analyze the effect of price, co-branding, and viral marketing on the purchase decision of HMNS x Tsana Rintik Sedu perfume. The analysis method in this research uses quantitative primary data with data collection techniques through questionnaires to 100 respondents. Data analysis techniques use multiple linear regression with the help of SPSS. The results of the research show that the variables of price and viral marketing have a partial and significant effect, while the variables of co-branding does not have a partial and significant effect on the purchase decision of HMNS x Tsana Rintik Sedu perfume. In addition, price, co-branding, and viral marketing have a simultaneous effect on the purchase decision of HMNS x Tsana Rintik Sedu perfume.
Keywords
Purchase Decision; Price; Co-Branding; Viral Marketing
How to Cite

Widya Adesti Sriningsih & Lia Julaeha (2026). THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME. International Journal Management and Economic (IJME), 5(2). https://doi.org/10.56127/ijme.v5i2.3016

Widya Adesti Sriningsih; Lia Julaeha, "THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME," International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Widya Adesti Sriningsih; Lia Julaeha. "THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME." International Journal Management and Economic (IJME), vol. 5, no. 2, 2026.

Widya Adesti Sriningsih; Lia Julaeha. "THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME." International Journal Management and Economic (IJME) 5, no. 2 (2026).

Widya Adesti Sriningsih & Lia Julaeha (2026) 'THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME', International Journal Management and Economic (IJME), 5(2). doi: 10.56127/ijme.v5i2.3016.

Widya Adesti Sriningsih; Lia Julaeha. THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME. International Journal Management and Economic (IJME). 2026;5(2).

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