Mariyam, Dewi (2025) Analisis Viral Marketing Turbo Marketing Dan Brand Image Terhadap Perceived Value Melalui Trust Sebagai Mediator Pada Layanan Laboratorium Satwa Sehat. Masters thesis, Program Pascasarjana Universitas Merdeka Malang.

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Abstract

Animal health sector and diagnostic services is currently increasingly complex. Animal research and diagnostic laboratories in Indonesia face thechallenge of providing fast and accurate services amidst the increasing public needfor animal health. In this case, an effective marketing strategy is needed to increasethe competitiveness of laboratories through an analysis of the influence of viralmarketing, turbo marketing, and brand image on perceived value through trust as amediating variable in the Satwa Sehat Indonesia research and diagnostic laboratoryservice. The purpose of this study was to analyze the influence of viral marketing,turbo marketing, and brand image on trust and their influence on perceived value inlaboratory services. This study also aims to explain how trust mediates therelationship between the three variables and perceived value. The research methodused in this study is quantitative with an explanatory design. Data were collectedthrough questionnaires distributed to 368 respondents who were consumers of laboratory services in last 3 months of 2024. Data analysis was carried out using SEM PLS 3.0 through validity and reliability tests, as well as path analysis to testthe proposed hypothesis. The results show that Viral Marketing and Brand Imagehave a significant influence on Trust, while Turbo Marketing does not have asignificant impact. The relationship between Brand Image, Trust, and PerceivedValue was also proven to be significant, indicating the importance of brand imageand trust in increasing the perceived value of laboratory services. In contrast, thedirect relationship between Viral Marketing and Turbo Marketing on PerceivedValue was not significant, although the indirect effect through Trust on BrandImage showed significant results. This study concluded that viral marketing andturbo marketing have a significant positive impact on trust, which in turn increasesthe perceived value of research and diagnostic laboratory services. Brand imagealso plays an important role in building trust that can affect consumer valueperceptions. Therefore, laboratories need to adopt more aggressive and innovativemarketing strategies, as well as build a strong brand image to increase consumertrust and perceived value. These findings are expected to contribute to thedevelopment of more effective marketing strategies in the animal health servicesindustry.

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