Pengaruh Viral Marketing dan Celebrity Endorsment Terhadap Keputusan Pembelian dengan Minat Beli Sebagai Variabel Intervening (Survey Pada Mahasiswi Pengguna Produk MS. Glow Prodi Manajemen di Universitas Muhammadiyah Ponorogo)

This research discussed the effect of Viral Marketing, and Celebrity Endorsment on Purchase Decisions of MS Glow Product Users through Purchase Interest as an Intervening Variable. The method used in this study is a quantitative method. The data from this study was obtained by distributing questionnaires to respondents at the University of Muhammadiyah Ponorogo, the analysis using SPSS 25 software. The population in this study were students of the Management Study Program of the University of Muhammadiyah Ponorogo, Class of 2018-2021. The sample used in this study amounted to 85 female students using proportionate stratified random sampling. The test used in processing the data using Validity Test, Reliability Test, Coefficient of Determination Analysis, T Test, and Path Analysis. The results of this study indicate that: 1) The viral marketing variable (X1) has a positive and significant effect on purchasing decisions (Y2) for MS Glow users in Management Study Program students at the Muhammadiyah University of Ponorogo. 2) Celebrity endrsment variable (X2) has a positive and significant effect on purchasing decisions (Y2) MS Glow users on Management Study students at Muhammadiyah University of Ponorogo. 3) The viral marketing variable (X1) has a positive and significant effect on buying interest (Y1) of MS Glow users in Management Study Program students at Muhammadiyah University of Ponorogo. 4) The celebrity endorsement variable (X2) has a positive and significant effect on buying interest (Y1) of MS Glow users in Management Study Program students at Muhammadiyah University of Ponorogo. 5) The buying interest variable (Y1) has a positive and significant effect on purchasing decisions (Y2) MS Glow users on Management Study students at Muhammadiyah University of Ponorogo. 6) The viral marketing variable (X1) has no significant positive effect on purchasing decisions (Y2) through buying interest (Y1) as an intervening variable for MS Glow users in Management Study Program students at the Muhammadiyah University of Ponorogo. 7) The celebrity endorsement variable (X2) does not have a significant positive effect on purchasing decisions (Y2) through buying interest (Y1) as an intervening variable for MS Glow users in Management Study Program students at the Muhammadiyah University of Ponorogo