PENGARUH VIRAL MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PRODUK ARTHA LDT)

  • Nurul Dwi Komariah Universitas Abdurachman Saleh Situbondo
  • Riza Rachman Universitas Abdurachman Saleh Situbondo
  • Rafika Febri Pristika N Universitas Abdurachman Saleh Situbondo
  • Wardah Murtakiyah Universitas Abdurachman Saleh Situbondo
  • Firda Ukfatul Kolida Universitas Abdurachman Saleh Situbondo
  • Dwi Maryamah haniza P Universitas Abdurachman Saleh Situbondo
  • Putri Mita Suliyana Universitas Abdurachman Saleh Situbondo
DOI: https://doi.org/10.36841/jme.v3i1.4232

Abstract

This research aims to determine the influence of viral marketing and E-WOM on purchasing decisions (study on Artha ldt products). Purchasing decisions arise because of public trust in the product which comes from reviews or viral marketing and E-WOM. The data analysis method used is multiple linear regression analysis. This analysis is used to find out how much influence the independent variables (Viral Marketing and E-WOM) have on the dependent variable (Purchasing Decisions). Data analysis techniques include validity tests, reliability tests, and classical assumption tests. The type of primary data used in this research is quantitative data. Quantitative data was obtained from questionnaires distributed to Arthta consumers. The sample used was 55 respondents. Secondary data in this research was obtained from observation and literature study.

Published
2022-12-31
How to Cite
KOMARIAH, Nurul Dwi et al. PENGARUH VIRAL MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PRODUK ARTHA LDT). Jurnal Mahasiswa Entrepreneurship (JME), [S.l.], v. 1, n. 12, p. 2471-2478, dec. 2022. ISSN 2964-898X. Available at: <https://unars.ac.id/ojs/index.php/jme/article/view/4232>. Date accessed: 14 nov. 2024. doi: https://doi.org/10.36841/jme.v3i1.4232.
Citation Formats
Issue
Vol 1 No 12 (2022): DESEMBER 2022
Section
Articles