Article Per Year (5 Year)
p-Index From 2020 - 2025
2.42
P-Index
This Author published in this journals
All Journal Jurnal Ilmu Sosial dan Humaniora Jurnal Bisnis dan Manajemen Jurnal Ilmu Komunikasi MODUS-Jurnal Ekonomi dan Bisnis Jurnal Komunikasi Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Organisasi Dan Manajemen Journal of Secretary and Business Administration Eksis: Jurnal Riset Ekonomi dan Bisnis E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi BISMA (Bisnis dan Manajemen) Jurnal Pijar : Studi Manajemen dan Bisnis Indonesian Journal of Creative Business and Technology
Yunita Budi Rahayu Silintowe
Universitas Kristen Satya Wacana
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

Published : 19 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Pijar : Studi Manajemen dan Bisnis

 1 
VIRAL MARKETING DAN KEPUTUSAN PEMBELIAN KONSUMEN: KEPERCAYAAN SEBAGAI VARIABEL MODERASI Sejati, Sugeng Waluyo; Silintowe, Yunita Budi Rahayu
Jurnal Pijar Vol 3 No 1 (2024): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v3i1.1563

Abstract

This study aimed to analyze the influence of viral marketing on purchasing decisions with trust as a moderating variable. This study used a quantitative approach using primary data. The distribution of questionnaires in this study used Google Forms, and the sample used was 105 respondents with purposive sampling technique. Descriptive statistical analysis techniques were used to analyze the data, and SPSS version 25 software was used to process the data. This study used simple regression analysis and moderated regression analysis (MRA). The results of this study indicate that viral marketing has a positive and significant effect on purchasing decisions. Meanwhile, testing the moderating variable states that trust cannot moderate the relationship between viral marketing and purchasing decisions.
Co-Authors Andrian Dolfriandra Huruta Annie Susanto Bagaskara, Daniel Belawan, Marcelina Bulan Claudia Trivena Cynthia Hartono Diwa, Flowrensia Asa Elisabet Yesika Sitanggang Hariyanto, Nico Harnoto, Tri Hermanto Hermanto I Made Sukresna Johnson Dongoran Margareta Cahya Christy Pramudita Meiliana Meiliana Michael Reinout Adonis Nahar, Zuwan Nisfu Rachmah, Zahrotul Laila Rangan, Lenny Herlina Rosaly Franksiska Sejati, Sugeng Waluyo Stefany Jeane Tayl Suntoro, Wiharto Wiharto Suntoro Yusepaldo Pasharibu