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Journal : BISECER (Business Economic Entrepreneurship)

PENGARUH VIRAL MARKETING, ONLINE CONSUMER REVIEWS, HARGA, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE DI TOKOPEDIA Jihan Najwah; Amalia Nur Chasanah
BISECER (Business Economic Entrepreneurship) Vol 5, No 2 (2022): Juli 2022
Publisher : Universitas Darul Ulum Islamic Centre Sudirman GUPPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61689/bisecer.v5i2.343

Abstract

ABSTRACTIn modern times, the internet has been considered as a necessity for many people. The use of the internet has changed consumer behavior from direct purchases in stores to online purchases. Online shopping makes it easy for consumers to shop without spending a lot of time and effort in stores. In addition to the convenience obtained in online shopping, it is important to have a marketing strategy in selling online, namely viral marketing, online consumer reviews, prices, and brand ambassadors. This study aims to determine the effect of viral marketing, online consumer reviews, prices, and brand ambassadors on online purchasing decisions at Tokopedia. The population of this research is all Tokopedia users in Indonesia. The method used is a quantitative method with data collection using purposive sampling which is distributed through a questionnaire on google form to 220 respondents. The data has been processed using multiple linear regression, validity and reliability tests, classical assumption tests, and hypothesis testing. The results show that: (1) Viral Marketing has a significant and positive influence on online purchasing decisions at Tokopedia (2) Online Consumer Reviews have a significant and positive influence on online purchasing decisions at Tokopedia (3) Price has a significant and positive influence on online purchasing decisions at Tokopedia (4) Brand Ambassadors have a significant and positive influence on online purchasing decisions at Tokopedia.Keywords: viral marketing, online consumer reviews, price, brand ambassador
Co-Authors Ahmad Sultra Rustan AYU RATIH PRATIWI Balgis Alzagladi CANDRA LESMANA DANY NOVAN ARDIANSAH DEWA PUTU GEDE SATRIA WIWEKA DWI PUTRA DARMAWAN Elpisah Elpisah Fikrinda Fikrinda Gede Mekse Korri Arisena GUSTI AYU PUTU WIDHI ASTUTI I Dewa Gede Raka Sarjana I Dewa Putu Oka Suardi I Gede Bagus Dera Setiawan I GUSTI AGUNG AYU AMBARAWATI I KADEK JEPRI PRIYADI I KETUT BUDI SUSRUS I Ketut Suamba I KOMANG DEDY JUNIARTHA I KOMANG YOGA PRAMANA PUTRA I Made Antara I MADE OKA SURYA ARTAMA I MADE PUJA ASTAWA I MADE SUDARMA I MADE WAHYU PEBRIANA I NENGAH ARI MEDIKANA I Nyoman Gede Ustriyana I NYOMAN USADI PRADNYANA I PUTU GEDE ADHI KRISNA KARTIKA PRATAMA I PUTU TESSA ANDIKA I WAYAN BUDIASA I WAYAN WIDYANTARA I WAYAN WINDIA IDA AYU CANDRA DEWI Ida Ayu Listia Dewi Indah Prihatin Jihan Najwah JON ALPREDO MALAU Jubba, Hasse K. RATIH RAHAYUNINGSIH Kadek Githa Damayanti Wiputra KADEK WIDIANTARA KADEK YARDI MAHADIKARA M. Sudiana Mahendra M.TH. HANDAYANI MADE ANTARA MADE AYU DESSY DORA AGNELLIA Made Sudarma MADE SUDARMA Muslim Muslim Naufal Hilmi Marzuq NI KADEK ANISA DWI PURNANTARI NI KADEK PONIAMBA SETIAWATI, NI LUH PUTU ERMA MERTANINGRUM NI MADE SRI PUSPITAWATI NI NENGAH SURIATI NI NYOMAN TISNA DEWI ni Putu Era Prasistya Damayanti NI PUTU RISKIANA ULANDARI NI PUTU SASRI WIRANTI NUR RANGGA SIDHARTA Nyoman Parining Pande Made Ari Ananta Paramarta PRADNYA ARUNA WIJAYA PUTU ANGGA ADITYA PUTU DEWI WIDIANTARI Putu Udayani Wijayanti Ratna Herawati RATNA KOMALA DEWI Ratna Wardani Risanda Alirastra Budiantoro RISTA ULVIA RAMADHANI Suriani Suriani WAYAN SUDARTA WIDHIANTHINI WIDHIANTHINI WIDIAWATI WIDIAWATI