Management Studies and Entrepreneurship Journal (MSEJ)
Vol. 3 No. 4 (2022): MSEJ : Management Studies and Entrepreneurship Journal

Analisis Online Consumer Review Dan Viral Marketing Terhadap Keputusan Pembelian Skincare Somethinc

Febriansyah Kurniawan (Universitas Muhammadiyah Sukabumi)
Kokom Komariah (Universitas Muhammadiyah Sukabumi)
R. Deni Muhammad Danial (Universitas Muhammadiyah Sukabumi)

Article Info

Publish Date
18 Aug 2022

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh Online Consumer Review dan Viral Marketing terhadap Keputusan Pembelian skincare Somethinc pada followers instagram @somethincofficial. Populasi berjumlah 1,2 juta followers dan jumlah sampel sebanyak 400 sampel. Teknik analisis data yang digunakan adalah analisis linier berganda. Berdasarkan haasil pengujian hipotesis secara parsial dan simultan Online Consumer Review dan Viral Marketing berpengaruh secara signifikan terhadap keputusan pembelian skincare Somethinc pada followers instagram @somethincofficial. Kata kunci : Online Consumer Review, Viral Marketing, Keputusan Pembelian, Instagram

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Journal Info
Management Studies and Entrepreneurship Journal (MSEJ)
Website

Abbrev

msej

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Decision Sciences, Operations Research & Management

Description

Management Studies and Entrepreneurship Journal (MSEJ) is published by Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI) as an information and communication media for practitioners, researchers and academics who are interested in the field of management (Finance, Human Resource, ...