Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Lidia Katarina Sitanggang
Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian Produk Somethinc: (Studi Pada Konsumen di Kota Medan) Lidia Katarina Sitanggang; Feronica Simanjorang; Onan Marakali Siregar
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 3 No. 2 (2025): Desember
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v3i2.420

Abstract

The development of digital marketing has transformed consumer behavior, including in purchasing decisions for skincare products. This study aims to analyze the effect of viral marketing and turbo marketing on the purchasing decisions of Somethinc products in Medan City. The research method used was associative quantitative with a sample of 97 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with multiple linear regression. The results show that Viral Marketing has a positive and significant effect on Purchase Decisions with a t-value of 10.982 > 1.985 and a significance of 0.000. Turbo Marketing also has a positive and significant effect with a t-value of 3.480 > 1.985 and a significance of 0.000. Simultaneously, both variables have a significant effect with an F-value of 169.273 > 3.094. The Adjusted R Square value of 0.778 indicates that 77.8% of the variation in Purchase Decisions can be explained by these two variables, while the remaining 22.2% is influenced by other factors outside the model.
Co-Authors Feronica Simanjorang Siregar, Onan Marakali