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All Journal Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Journal of Economic, Bussines and Accounting (COSTING) Gorontalo Development Review JURNAL MANAJEMEN BISNIS Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Agroplasma REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Journal of Agri Socio Economics and Business JINAV: Journal of Information and Visualization Quantitative Economics and Management Studies Jurnal Bina Bangsa Ekonomika JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) IKA BINA EN PABOLO : PENGABDIAN KEPADA MASYARAKAT Balance : Jurnal Akuntansi dan Manajemen Mandiri: Jurnal Akuntansi dan Keuangan IIJSE Journal of Innovative and Creativity Jurnal Ekonomi, Manajemen, Akuntansi
Junita Lubis
Universitas Labuhanbatu
Aerospace Engineering Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Viral Marketing Tiktok Affiliate, Kualitas Produk, Electronic Word Of Mouth, Dan Harga Terhadap Minat Beli Konsumen Dwi Nanda Lestari; Junita lubis; Muhammad Raja Siregar
Balance : Jurnal Akuntansi dan Manajemen Vol. 4 No. 3 (2025): Desember 2025
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v4i3.1433

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing tiktok affiliate, kualitas produk, electronic word of mouth dan harga terhadap minat beli konsumen. Responden dalam penelitian ini adalah mahasiswa-mahasiswi semester vii FEB Universitas Labuhanbatu. Jumlah sampel sebanyak 77 responden. Jenis penelitian merupakan deskriftif kuantitatif dengan menyebarkan kuesioner. viral marketing Tiktok Affiliate sangat membantu mereka dalam membeli suatu produk. Namun pengguna mengatakan bahwa banyak terdapat video yang tidak original sehingga penguna harus detail sebelum membeli produk tersebut. Untuk kualitas produk pengguna pernah merasa kecewa dengan produk yang dijual. Dimana produk yang di review dalam video berbeda dengan produk yang datang. Sedangkan fenomena untuk Electronic Word Of Mouth pengguna merasa pemasaran dari mulut ke mulut menggunakan media elektronik memberikan informasi yang tidak akurat karena terdapat beberapa ulasan palsu pada produk tersebut. Sedangkan harga yang di tawarkan terkadang tidak sesuai dengan kualitas produk yang datang. Hasil penelitian menunjukkan bahwa Viral marketing, kualitas produk, E-wom dan harga berpengaruh positif dan signifikan terhadap minat beli konsumen baik secara simultan maupun secara parsial. Hasil akhir penelitian bahwa variabel independent memberikan pengaruh sebesar 0,702 atau sebesar 70,2% dan sisanya dipengaruhi oleh faktor pendukung lainnya.   This study aims to determine the effect of TikTok affiliate viral marketing, product quality, electronic word of mouth, and price on consumer purchasing interest. Respondents in this study were seventh-semester students of the Faculty of Economics and Business, Labuhanbatu University. The sample size was 77 respondents. TikTok Affiliate viral marketing has been very helpful in purchasing products. However, users say many videos are not authentic, so they need to be thorough before purchasing. Regarding product quality, users have been disappointed with the products sold, where the product reviewed in the video differs from the actual product. Regarding electronic word of mouth, users feel that word of mouth marketing using electronic media provides inaccurate information due to the presence of several fake reviews. Meanwhile, the price offered sometimes does not match the quality of the product received. The research type was descriptive quantitative by distributing questionnaires. The results showed that viral marketing, product quality, e-WOM, and price had a positive and significant effect on consumer purchasing interest, both simultaneously and partially. The final result of the study was that the independent variable had an effect of 0.702 or 70.2%, with the remainder influenced by other supporting factors.
Analisis Strategi Pemasaran Shopee: Promosi, Harga, Daya Tarik Visual Terhadap Impulse Buying Pada Pengguna E-Commerse Shopee Riana wati; Junita lubis; Raja Saul Martho Henry
Mandiri : Jurnal Akuntansi dan Keuangan Vol. 5 No. 2 (2026): Juni 2026
Publisher : Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jak.v5i2.1972

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, harga, dan daya tarik visual terhadap perilaku impulse buying pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu pengguna platform e-commerce Shopee. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial promosi, harga, dan daya tarik visual berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, ketiga variabel tersebut juga terbukti berpengaruh signifikan terhadap perilaku impulse buying. Nilai koefisien determinasi (R²) sebesar 0,725 menunjukkan bahwa 72,5% variasi perilaku impulse buying dapat dijelaskan oleh ketiga variabel tersebut, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa strategi promosi yang efektif, penetapan harga yang menarik, serta tampilan visual yang baik mampu meningkatkan kecenderungan pembelian impulsif pada konsumen e-commerce, khususnya pengguna   This study aims to analyze the effects of promotion, price, and visual attractiveness on impulse buying behavior among students of the Faculty of Economics and Business, Universitas Labuhanbatu, who use the Shopee e-commerce platform. This research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that promotion, price, and visual attractiveness each have a positive and significant effect on impulse buying behavior. Simultaneously, these three variables also significantly influence impulse buying behavior. The coefficient of determination (R²) of 0.725 indicates that 72.5% of the variation in impulse buying behavior can be explained by promotion, price, and visual attractiveness, while the remaining 27.5% is influenced by other factors outside the research model. These findings suggest that effective promotional strategies, attractive pricing, and appealing visual displays can enhance consumers' tendency to engage in impulsive purchases, particularly among Shopee users.
Co-Authors Alvin Fahrezi Dalimunthe Andri Yusuf Arfi Syahputra Aulia Indra Bayu Eko Broto Dwi Nanda Lestari Elvina, Elvina Eva Fitria Fadzil Hanafi Asnora Fauziah Hanum Indah Sari Iwan Syahputra Nasution Khairul Rizal Muhammad Ali Al Ihsan Muhammad Raja Siregar Munawarah Munawarah Prawibowo Simbolon Pristiyono Pristiyono Raja Saul Martho Henry Riana wati Ritonga, Mulkan Rizki Syahputra Ruslan Efendi Serli Siti Lam’ah Nasution Sri Hartati Susi Susilawati Sutriani Sutriani Tri Utama Tambunan Widya Lestari Yuniman Zebua Yusmaidar Sepriani Zulkarnain Nasution Zulkarnain Nasution