Pengaruh Viral Marketing Dan Harga Terhadap Keputusan Pembelian Pada Famys Hijab Cabang Marpoyan (studi Kasus Instagram Famys Hijab Kota Pekanbaru)

Fitri, Ovia Arrisa (2024) Pengaruh Viral Marketing Dan Harga Terhadap Keputusan Pembelian Pada Famys Hijab Cabang Marpoyan (studi Kasus Instagram Famys Hijab Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of viral marketing and price on purchasing decisions at the Marpoyan Branch of Famys Hijab (Case study of Instagram Famys Hijab Pekanbaru City). The population in this study were consumers who made purchases at Famys Hijab Marpoyan Pekanbaru Branch through Instagram social media, totaling 9,501 people. The sampling technique in this study used purposive sampling, namely the method used in determining the sample in this study was purposive sampling, namely purposive sampling is a sampling technique with certain considerations and objectives using the Slovin formula with a total of 100 people. Data collection techniques in this study used questionnaires and documentation. Data analysis techniques in this study used descriptive analysis and SPSS 26. The results of this study indicate that viral marketing and prices partially and simultaneously have a significant positive effect on purchasing decisions at Famys Hijab Marpoyan Branch (Case study Instagram Famys Hijab Pekanbaru City).

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