Muhammad Hisyam Ashshaumi, - (2021) PENGARUH VIRAL MARKETING TERHADAP ONLINE PURCHASE DECISION (Studi pada Pengguna Bukalapak di Indonesia). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perubahan perilaku konsumen dalam melakukan pembelian terjadi diakibatkan perkembangan internet yang semakin pesat. Persaingan e-commerce di Indonesia mengharuskan perusahaan untuk berinovasi dan memperkuat strategi pemasaran untuk meningkatkan keputusan konsumen untu melakukan pembelian secara online. Viral marketing, salah satu strategi yang efektif yang melibatkan konsumen dalam menyebarkan pesan perusahaan kepada orang lain. Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing terhadap online purchase decision pada pengguna Bukalapak di Indonesia. Penelitian ini menggunakan metode deskriptif dan verfikatif dengan pendekatan kuantitatif. Sampel penelitian berjumlah 250 responden yang merupakan pengguna Bukalapak yang tersebar di seluruh Indonesia. Data diperolah secara statistik dengan metode Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran viral marketing dan online purchase decision berada pada kategori cukup baik. Viral marketing berpengaruh positif dan signifikan terhadap online purchase decision. Dimensi information credibility dalam viral marketing memberi kontribusi yang paling besar dalam membentuk online purchase decision. Kata kunci: Viral Marketing, Online Purchase Decision Changes in consumer behavior in making purchases occur due to the rapid development of the internet. E-commerce competition in Indonesia requires companies to innovate and strengthen marketing strategies to improve consumer decisions to make online purchases. Viral marketing is an effective strategy that involves consumers in spreading the company's message to others. This study aims to analyze the influence viral marketing on online purchase decisions for Bukalapak users in Indonesia. This study uses descriptive and verification methods with a quantitative approach. The research sample amounted to 250 respondents who are Bukalapak users spread throughout Indonesia. The data was processed statistically by using the Structural Equation Modeling (SEM) method. The findings of this study indicate that the description of viral marketing and online purchase decisions is in the fairly good category. Viral marketing has a positive and significant effect on online purchase decisions. The information credibility dimension in viral marketing gives the biggest contribution in shaping online purchase decisions. Keyword: Viral Marketing, Online Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | viral marketing, online purchase decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Muhammad Hisyam Ashshaumi |
| Date Deposited: | 13 Sep 2021 07:30 |
| Last Modified: | 13 Sep 2021 07:30 |
| URI: | http://repository.upi.edu/id/eprint/66525 |
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