Brand Awareness, Viral Marketing, dan Testimoni terhadap Keputusan Pembelian Konsumen Tokopedia di Jepara (Institut Agama Islam Negeri Kudus, 2025)
AbstractThe background of this research is the decline in the number of Tokopedia visitors from 2019 to 2023. This decrease indicates a potential reduction in consumer purchasing decisions on the Tokopedia platform. The study aims to examine the influence of brand awareness, viral marketing, and testimonials on purchasing decisions, specifically focusing on Tokopedia consumers in Jepara Regency. This research adopts a field study design using a quantitative approach. The sample was selected through non-probability sampling, specifically employing a purposive sampling technique, involving 96 respondents. Data were analyzed using SPSS 25, applying multiple linear regression analysis, F-tests, and t-tests. The study results: First, brand awareness has a positive and significant effect on purchasing decisions. Second, viral marketing does not significantly influence purchasing decisions. Third, testimonials have a significant positive impact on purchasing decisions. Future researchers investigating similar topics are encouraged to broaden the scope of their studies by including additional variables beyond those examined in this research and to consider using alternative approaches, such as mixed methods.Keywords: Brand Awareness; Viral Marketing; Testimonials; Purchasing Decisions. AbstrakPenelitian dilatarbelakangi dengan adanya penurunan jumlah pengunjung Tokopedia dalam kurun waktu 2019-2023. Penurunan pengunjung menunjukkan adanya penurunan keputusan dalam pembelian konsumen Tokopedia. Penelitian bertujuan untuk menguji bagaimana pengaruh brand awareness, viral marketing, dan testimoni terhadap keputusan pembelian. Adapun studi penelitian ini adalah konsumen Tokopedia di Kabupaten Jepara. Jenis penelitian menggunakan field research dan menggunakan pendekatan kuantitatif. Sampel penelitian menggunakan teknik nonprobability sampling dengan pendekatan purposive sampling dan mengambil 96 responden. Pengolahan data dilakukan dengan program SPSS 25 dengan melakukan uji regresi linier berganda, uji F, dan uji t. Hasil penelitian meliputi: Pertama, terdapat pengaruh positif dan signifikan variabel brand awareness terhadap keputusan pembelian. Kedua, tidak terdapat pengaruh variabel viral marketing terhadap keputusan pembelian. Ketiga, terdapat pengaruh positif signifikan antara testimoni terhadap keputusan pembelian. Peneliti lain yang meneliti topik yang sama, sebaiknya memperluas cakupan penelitiannya dengan menambahkan variabel lain di luar penelitian ini dan mengembangkan penggunaan metode lain, seperti Mixed Methods.Kata Kunci: Brand Awareness; Viral Marketing; Testimoni; Keputusan Pembelian.