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Muhammad Raja Siregar
Universitas Labuhanbatu
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering 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.
Co-Authors Ade Parlaungan Nasution, Ade Parlaungan Amron Zarkasih Anjali, Putri Annisa, Fadlia Arjuna, Syukron Dwi Nanda Lestari Elvina Elvina Elvina Fransiska, Hesti Gulo, Nur’aiun Hanna Meilani Damanik Harahap, Salsabila Rahadatul Aisyi Harlen Silalahi Hendrik Elisa Sutejo Samosir Hutabarat, Metyria Imelda Junita Lubis Junita Lubis Kartikaningsih, Reni Limbong, Christine Herawati Manalu, Simon Patar Rizki Mariana Sipahutar Marpaung, Eka Mandasari Melia, Yona Nasution, Ahmad Yunus Nasution, Fadli Nasution, M. Afif Herliandi Nasution, Siti Lam'ah Nela Rosa Nela Rosa Pardede, Olyvia Ivani Marito Pitriyani Rafika, Mulya Rahmat Hidayat, Muhammad Raja Saul Marto Hendry Rambe, Bhakti Helvi Rika Syahmewah Munthe Rusdi Rusdi Simanjorang, Elida Florentina Sinaga Siregar, Nurintan Asyiah Siti Lam'ah Nasution Syahputra, Yuda Syukron Yulianda, Eki Yuniman Zebua Yuniman Zebua