Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan

Tasya Febrianti ; Ika Mary Pasaribu ; Efni Siregar ; Irwan Musriza Harahap ; Annalisa Sonaria Hasibuan
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen... 📅 2025 Vol 3, No 4 🔗 DOI: 10.61132/manuhara.v3i4.2223
Abstract
This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.
Keywords
Brand Image; Digital Marketing; Mixue; Purchase Decision; Viral Marketing
How to Cite

Tasya Febrianti, et al. (2025). Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 3(4). https://doi.org/10.61132/manuhara.v3i4.2223

Tasya Febrianti; Ika Mary Pasaribu; Efni Siregar; Irwan Musriza Harahap; Annalisa Sonaria Hasibuan, "Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan," Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 3, no. 4, 2025.

Tasya Febrianti; Ika Mary Pasaribu; Efni Siregar; Irwan Musriza Harahap; Annalisa Sonaria Hasibuan. "Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 3, no. 4, 2025.

Tasya Febrianti; Ika Mary Pasaribu; Efni Siregar; Irwan Musriza Harahap; Annalisa Sonaria Hasibuan. "Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 3, no. 4 (2025).

Tasya Febrianti, et al. (2025) 'Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan', Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 3(4). doi: 10.61132/manuhara.v3i4.2223.

Tasya Febrianti; Ika Mary Pasaribu; Efni Siregar; Irwan Musriza Harahap; Annalisa Sonaria Hasibuan. Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis. 2025;3(4).

Artikel Terkait

Pengaruh Brand Trust Memediasi Electronic Word of Mouth terhadap Purchase Intention pada Brand Fashion Hamata Studios

I Putu Bintang Pramesta Ardhyan; Tjokorda Gde Raka Sukawati

Analisis Pengaruh Digital Marketing terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Mediasi: Studi pada Perusahaan Kosmetik yang terdaftar di Bursa Efek Indonesia

Nugrah Leksono Putri Handayani; Poppy Fitrijanti Soeparan; Mohammad Hidayatul Holili

Analisis NPL, CAR, dan NIM dalam Mempengaruhi ROA melalui BOPO pada PT. Bank Rakyat Indonesia Tbk

Silfi Oktariyani; Fauzia Nurul Fitri

Integrasi Teknologi dalam Transformasi SDM dan Analisis Data Karyawan

Hairul Hairul; Maulana Jauhari; Rifky Gismanyan; Irfan Hafidz Muhyiddin; Mada Aditia Wardhana

Fenomena Utang Digital: Mengupas Peran Fintech, Lifestyle, dan Self-Control dalam Perilaku Utang Milenial berdasarkan Gender

Zulfa Zakiatul Hidayah; Erin Soleha

Integrasi Human Resource (HR) Analytics sebagai Strategi dalam Meningkatkan Pengalaman Karyawan

Azmil Indillah Suwandi; Imariana Nur Mutiara; Qoonita Nurhasanah; Afrian Bintang Putra; Mada Aditia Wardhana
Tren Sitasi Jurnal