PENGARUH VIRAL MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MIXUE DI PALEMBANG

KARTINI, YULI and Iisnawati, Iisnawati (2024) PENGARUH VIRAL MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN MIXUE DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine the influence of viral marketing and social media marketing on Mixue purchasing decisions in Palembang. This study uses a quantitative approach. Data collection was carried out by distributing questionnaires to 100 respondents using purposive sampling. The research results show that viral marketing has a significant effect on purchasing decisions with a t-value of 2.988. Social media marketing has a significant influence on purchasing decisions with a t-value of 7.182. Then viral marketing and social media marketing together or simultaneously have a significant influence on purchasing decisions. The coefficient of determination results with an R Square value of 0.505.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Viral Marketing, Social Media Markeitng, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Yuli Kartini
Date Deposited:	19 Jan 2024 03:44
Last Modified:	19 Jan 2024 03:44
URI:	http://repository.unsri.ac.id/id/eprint/138755

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