Pengaruh Viral Marketing Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis UIR Yang Pernah Melakukan Pembelian Online Melalui Media Sosial Instagram)

Widayanti, Erina Tri Anggia (2021) Pengaruh Viral Marketing Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis UIR Yang Pernah Melakukan Pembelian Online Melalui Media Sosial Instagram). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to see the effect of viral marketing on purchasing decisions. The method used in this research is a questionnaire and observation. Data collection tools used in this study were management students of the Economics Faculty of the Islamic University of Riau and the sample in this study amounted to 100 respondents. The data analysis technique used is the t tes F test, descriptive analysis, simple linear regression analysis and the coefficient of determination test. The types and techniques of data collection used are primary data obtained directly from respondents using a questionnaire. The result of the study using a simple linear regression coefficient are positive, so it can be said that the direction of the influence of viral marketing (variable X) on purchasing decisions (variable Y) is positive. And based on the significance value obtained from the table above of 0,000 < 0,05 so it can be concluded that the viral marketing variable (X) has an effect on the puchasing decision variable (Y).

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