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All Journal Tali Jagad Jurnal Ilmiah Manajemen
Iik Claudia Firmandah
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Decision Sciences, Operations Research & Management

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PENGARUH VIRAL MARKETING DAN REVIEW ONLINE BAGI BISNIS UMKM TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA TIKTOK (Studi Kasus Pada Bakso Cak Pitung Sidoarjo): Pengaruh Viral Marketing Dan Review Online Bagi Bisnis Umkm Terhadap Keputusan Pembelian Pengguna Tiktok (Studi Kasus Pada Bakso Cak Pitung Sidoarjo) Adeta fajar mulya; Iik Claudia Firmandah; Novita Ayu Anggraini; Laily Muzdalifah
TALI JAGAD JOURNAL Vol. 1 No. 2 (2023): TALIJAGAD
Publisher : Universitas Nahdlatul Ulama Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/unu.tjj.2023.01.10

Abstract

The purpose of this study was to identify the influence of viral marketing and online reviews on purchasing decisions for Bakso Pitung Sidoarjo. This research method uses a quantitative approach with descriptive analysis. The sampling technique used an accidental sampling technique with a total of 100 respondents using a Likert scale. Respondents to this study were users of the Tiktok application and also consumers of cak pitung meatballs. This research instrument has met the criteria of validity and reliability. Data processing using SPSS software version 26 and using multiple linear regression. Based on the research results, it is known that the viral marketing variable (X1) has a partially significant effect on purchasing decisions (Y). The online consumer review variable (X2) has a partially significant effect on the purchase decision variable (Y)
Co-Authors Adeta fajar mulya Laily Muzdalifah Novita Ayu Anggraini