<![CDATA[ABSTRAK Perkembangan zaman menyebabkan aspek internet sangat berperan dalam kehidupan sehari-hari, khusunya pada bidang pemasaran. Salah satu peranan internet dalam bidang pemasaran ialah dengan merebaknya platform penjualan seperti shope yang menawarkan berbagai produk yang dijual. Di era sekarang ini pengguna media sosial menjadi sarana berkumpul, bersosialisasi, berbagi pesan, beropini, mengirim gambar dan vidio serta konten-konten lainnya sehingga memudahkan pelaku bisnis dalam menjakau pangsa pasar yang luas. Namun fenomena yang sering terjadi sekarang ini hanya sedikit brand yang mampu mempertahankan eksistensinya. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menguji pengaruh viral marketing, celebrity endorse, kepercayaan merek terhadap keputusan pembelian toko online shopee (studi kasus mahasiswa manajemen universitas pgri palembang fakultas ekonomi dan bisnis). Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel 62 orang. Analisis dilakukan selama proses penelitian dengan menggunakan instrumen pengujian seperti uji validitas dan reliabilitas, uji asumsi klasik seperti uji normalitas, uji multikolinearitas dan heteroskedastisitas, analisis regresi linier berganda, uji koefisien determinasi, dan uji hipotesis seperti uji t ( parsial) dan uji f (simultan). Hasil penelitian menunjukkan bahwa variabel viral marketing berpengaruh signifikan marginal terhadap keputusan pembelian, variabel celebrity endorsement berpengaruh marginal signifikan terhadap keputusan pembelian, variabel brand trust berpengaruh marginal signifikan terhadap keputusan pembelian, dan variabel viral marketing, celebrity endorse, dan kepercayaan merek semuanya memiliki pengaruh yang sedikit signifikan terhadap keputusan pembelian. Kata Kunci: Viral Marketing, Celebrity Endorse, Kepercayaan Merek, Keputusan Pembelian. ABSTRACT The development of the times has caused aspects of the internet to play a very important role in everyday life, especially in the field of marketing. One of the roles of the internet in the field of marketing is the spread of sales platforms such as shops that offer a variety of products for sale. In this current era, social media users have become a means of gathering, socializing, sharing messages, giving opinions, sending pictures and videos and other content, making it easier for businesses to reach a wide market share. However, the phenomenon that often occurs today is that only a few brnds are able to maintain their existence. Therefore, this research was conducted with the aim of examining the effect of viral marketing, celebrity endorsements, brand trust on purchasing decisions for the online shop Shopee (a case study of management students at Pgri University, Palembang, Faculty of Economics and Business). This research is a quantitative study with a sample of 62 people. Analysis was carried out during the research process using testing instruments such as validity and reliability tests, classical assumption tests such as normality tests, multicollinearity and heteroscedasticity tests, multiple linear regression analysis, coefficient of determination tests, and hypothesis tests such as t test (partial) and f test (simultaneous). The results showed that the viral marketing variable had a marginally significant effect on purchasing decisions, the celebrity endorsement variable had a significant marginal effect on purchasing decisions, the brand trust variable had a significant marginal effect on purchasing decisions, and the viral marketing, celebrity endorsement, and brand trust variables all had a slight effect significant to the purchase decision. Keywords : Viral Marketing, Celebrity Endorse, Brand Trust, Purchasing Decisions.]]>
