THE INFLUENCE OF VIRAL MARKETING, ENDORSEMENTS AND PRICES ON PURCHASE INTENTION THROUGH BRAND IMAGE ON WARDAH COSMETICS CONSUMERS IN THE HORSE SHOE AREA, EAST JAVA

ABSTRACT : This research aims to analyze the influence of viral marketing, endorsements and price on purchasing interest through brand image among Wardah cosmetics consumers in the Tapal Kuda area, East Java. This research uses the Explanatory Research type. The population used as the basis for this research is people in the Tapal Kuda area with an interest in beauty products, one of which is the Wardah brand. The respondents used as samples were consumers of cosmetic products who live in the Jember, Bondowoso, Lumajang, Banyuwangi, Probolinggo and Situbondo areas. The sampling method used in this research is Non Probability Sampling, with a purposive sampling technique. Based on the calculation above, the sample taken from the research obtained was 147.23 rounded up to 148 people. The data analysis method uses Structural Equation Modeling (SEM) with the SmartPLS application. The research results show 1) Viral Marketing has a significant effect on consumer buying interest, 2) Endorsements have a significant effect on buying interest, 3) Price has a significant effect on buying interest, 4) Brand Image has a significant effect on buying interest, 5) Viral Marketing has a significant effect on brand image, 6) Endorsements have a significant effect on brand image, 7) Price has a significant effect on brand image, 8) Brand Image mediates the effect of viral marketing on purchase intention, 9) Endorsements mediates the effect of price on purchase intention, 10) Brand Image mediates the effect of price on our purchase intention.

KEYWORDS :Viral marketing, endorsement, price, brand image, purchase intention