Yudosono, Dwi (2024) Pengaruh Viral Marketing dan Kepercayaan Pelanggan terhadap Keputusan Pembelian Online pada Media Sosial Shopee (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

Text 195210629.pdf - Submitted Version Restricted to Registered users only Download (4MB) | Request a copy

Abstract

This research aims to determine and analyze the influence of viral marketing and customer trust on online purchasing decisions on Shopee social media (Case Study of Students at the Faculty of Economics and Business, Riau Islamic University). As for sampling using the Lemeshow formula, the sample in this study was 100 respondents. The types and sources of data are primary and secondary data, while data collection techniques use interviews, questionnaires and documentation. The data analysis technique used in this research is a multiple linear regression test with the help of SPSS version 26 software. The results of this research show that viral marketing and customer trust have a positive and significant effect on online purchasing decisions on Shopee social media (Case Study of Students from the Faculty of Economics and Riau Islamic University of Business).

Actions (login required)

View Item