Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23852
Title: Pengaruh Viral Marketing dan Influencer Marketing terhadap Purchase Decisions pada Platform Shopee (Studi Kasus pada Mahasiswa FEB Prodi Manajemen Universitas Sumatera Utara)
Other Titles: The Influence of Viral Marketing and Influencer Marketing on Purchase Decisions on the Shopee Platform (Case Study of FEB Management Study Program Students, University of North Sumatra)
Authors: Novita, Tri
metadata.dc.contributor.advisor: Salqaura, Siti Alhamra
Alfifto
Keywords: viral marketing;influencer marketing;purchase decisions
Issue Date: 25-Mar-2024
Publisher: UNIVERSITAS MEDAN AREA
Series/Report no.: NPM;208320237
Abstract: Fenomena perkembangan marketplace menyebabkan persaingan ketat pemasaran produk secara online dan mendorong perusahaan mengubah taktik pemasaran sehingga konsumen melakukan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh Viral Marketing dan Influencer Marketing terhadap Purchase Decisions Pada Platform Shopee (Studi Kasus pada Mahasiswa FEB Prodi Manajemen Universitas Sumatera Utara). Metode penelitian yang digunakan dalam penelitian ini adalah asosiatif dengan pendekatan kuantitatif. Teknik pengumpulan data pada penelitian ini dilakukan dengan cara menyebarkan kuesioner kepada 88 responden. Teknik analisis data menggunakan analisis statistik deskriptif dan regresi linear berganda. Hasil penelitian menunjukkan bahwa (1) Viral Marketing berpengaruh positif dan signifikan terhadap Purchase Decisions (2) Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Decisions (3) Viral Marketing dan Influencer Marketing secara simultan berpengaruh positif dan signifikan terhadap Purchase Decisions. The phenomenon of marketplace development has led to intense competition in online product marketing, prompting companies to change marketing tactics so that consumers make purchasing decisions. This research aims to determine the influence of Viral Marketing and Influencer Marketing on Purchase Decisions on the Shopee platform (A Case Study on Students of the Faculty of Economics and Business, Management Program, University of North Sumatra). The research method used in this research is associative with an quantitative approach. The data collection technique in this research was conducted by distributing questionnaires to 88 respondents. Data analysis techniques used descriptive statistical analysis and multiple linear regression. The results of the study indicate that (1) Viral Marketing has a positive and significant influence on Purchase Decisions (2) Influencer Marketing has a positive and significant influence on Purchase Decisions (3) Viral Marketing and Influencer Marketing simultaneously have a positive and significant influence on Purchase Decisions.
Description: 81 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/23852
Appears in Collections:SP - Management

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208320237 - Tri Novita - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.58 MBAdobe PDFView/Open
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