THE INFLUENCE OF PRICE, CO-BRANDING, AND VIRAL MARKETING ON THE PURCHASE DECISION FOR HMNS X TSANA RINTIK SEDU PERFUME
DOI:
https://doi.org/10.56127/ijme.v5i2.3016Keywords:
Purchase Decision, Price, Co-Branding, Viral MarketingAbstract
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.
References
Al-Djufrie, MA (2022). The Influence of Product Knowledge, Product Price, and Packaging Design on Purchasing Decisions for Artfresh Perfume Products. PERFORMA , 6 (5), 390–398. https://doi.org/10.37715/jp.v6i5.2562
Budiarti, L., & Wijayanti, RF (2023). The Influence of Co-Branding Strategy on Purchasing Decisions. J-MACC : Journal of Management and Accounting , 6 (1), 50–56. https://doi.org/10.52166/j-macc.v6i1.4149
Cahyani, E., Ahmad, GN, & Krissanya, N. (2025). The Influence of Brand Collaboration and Product Differentiation in Encouraging Purchases of Collaborative Products. Jove : Journal of Management, Accounting, and Economics , 22 (5), 1–10. https://doi.org/10.2324/yyg6xa17
Praise be to God, A. N., & Hermawan, A. (2024). Brand Awareness US a Bridge: Connecting E-WoM and Purchase Decisions for TikTokShop Perfumes . 133–150. https://doi.org/10.2991/978-94-6463-576-8_12
Hardiman, S., Alwany, H., & Nur, Y. (2024). The Influence of Product Quality, Price and Service Quality on Purchasing Decisions at Rajawangi Perfume Makassar . 3 (2), 270–280.
Kotler, P., & Keller, K. L. (2015). Marketing management (15th ed.). Pearson.
Maharani, S., Salim, MA, & Slamet, AR (2024). The Influence of Viral Marketing, Endorsement, and Brand Ambassador on Purchasing Decisions for Geamoore Perfume Malang (Case Study on Malang City Residents). E-JRM : Electronic Journal of Management Research , 13 (01), 1791–1799.
Nurhafizah, I., Kusuma, KA, & Sukmono, RA (2025). The Influence of Viral Marketing, Brand Ambassador, Brand Trust, and Product Quality on Purchasing Decisions on Live TikTok Shop: Jambura Journal of Educational Management , 189–205. https://doi.org/10.37411/jjem.v6i1.3759
Prasetyo, BD, & Febriani, NS (2020). Branding Strategy: Theory and Perspective of Communication in Business . Universitas Brawijaya Press.
Tjiptono, F., & Chandra, G. (2019). Service, Quality And Customer Satisfaction Edition 5. https://scholar.google.com/scholar?cluster=15739532996885665518&hl=en&oi
=scholarr
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Khoirunnisa Diah Parwitasari, Selly Dwi Putrijayanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
