DETERMINAN KEPUTUSAN PEMBELIAN ONLINE DENGAN DIMODERASI VARIABEL DISTRIBUSI - Husna, Asmaul; Nasution, Lily Karlina; Raja, Bernauli Lumban; Murni, Mayang (Smart Education, 2025)
Abstract: The rapid development of information and communication technology has shifted consumer behavior, particularly in online purchasing through marketplaces. This study aims to analyze the influence of influencers, viral marketing, and online reviews on online purchase decisions, with distribution as a moderating variable. The research was conducted on university students in the Sumbagut region using a quantitative approach with an explanatory design. Primary data were collected through questionnaires and analyzed using descriptive statistics, multiple regression, and Moderated Regression Analysis (MRA). The results show that simultaneously, influencers, viral marketing, and online reviews significantly affect online purchase decisions. Partially, influencers have a positive and significant effect, viral marketing has a negative and significant effect, while online reviews have no significant effect on online purchase decisions. Further findings reveal that distribution acts as a pure moderating variable in the relationship between viral marketing and online purchase decisions, and as a potential moderating variable in the relationship between influencers and online reviews with purchase decisions. This study concludes that digital marketing strategies must be integrated with effective distribution systems to strengthen consumer online purchase decisions.Keyword: influencer; viral marketing; online review; distribution; online purchase decission Abstrak: Perkembangan teknologi informasi dan komunikasi mendorong perubahan perilaku konsumen dalam berbelanja, termasuk meningkatnya pembelian online melalui marketplace. Penelitian ini bertujuan untuk menganalisis pengaruh influencer, marketing viral, dan online review terhadap keputusan pembelian online dengan distribusi sebagai variabel moderasi. Penelitian dilakukan pada mahasiswa di wilayah Sumbagut dengan pendekatan kuantitatif dan desain eksplanatori. Data primer diperoleh melalui kuesioner, kemudian dianalisis menggunakan statistik deskriptif, regresi berganda, dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa secara simultan influencer, marketing viral, dan online review berpengaruh signifikan terhadap keputusan pembelian online. Secara parsial, influencer berpengaruh positif signifikan, marketing viral berpengaruh negatif signifikan, sedangkan online review tidak berpengaruh terhadap keputusan pembelian online. Temuan lain menunjukkan bahwa distribusi berperan sebagai pure moderating pada pengaruh marketing viral terhadap keputusan pembelian online, serta sebagai potential moderating pada pengaruh influencer dan online review. Penelitian ini menyimpulkan bahwa strategi pemasaran digital perlu diintegrasikan dengan sistem distribusi yang efektif agar dapat memperkuat keputusan pembelian konsumen secara online.Kata kunci: influencer; marketing viral; online review; distribusi; keputusan pembelian online