Keywords
Ekonomi
Akutansi
Informasi perbankan
Aksi korporate
How to Cite
Abstract
The purpose of this study was to determine the effect of viral marketing and influencers on purchasing decisions for scarlett whitening products in the tiktok shop application, a case study of the people of Kediri Regency. This research was conducted through a quantitative approach using primary data in the form of a questionnaire. The sample used was 30 respondents with a simple random sampling method. Data analysis techniques in the form of descriptive statistics, classical assumption test, multiple linear regression, determinant coefficients and hypothesis testing. The results showed that viral marketing had a significant positive effect on purchasing decisions for scarlet whitening products. It was proved by a significance value of 0.48. Influencers have a significant positive effect on purchasing decisions for scarlet whitening products. This is evidenced by a significance value of 0.000, and Viral Marketing and Influencers have a simultaneous effect on purchasing decisions for scarlet whitening products. This is evidenced by the Fcount value of 113,131 and the significance value of 0.000.
References
Ada 204,7 Juta Pengguna Internet di Indonesia Awal 2022 | Databoks n.d.
Tjiptono F. Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi; 2014.
Muliajaya IM, Sujana IN, Indrayani L. Pengaruh Viral Marketing Dan Harga Terhadap Keputusan Pembelian Melalui Media Sosial Instagram Pada Mahasiswa Program Studi Pendidikan Ekonomi. J Pendidik Ekon 2019;11:628–36.
Kotler P and KLK. Marketing Management, 15th Edition New Jersey. Marketing Management, 15th Edition New Jersey; 2016.
Hariyanti, N. T., & Wirapraja A. Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif, 15(1), 133-146 2018.
Lengkawati AS. Pengaruh Influencer marketing terhadap keputusan pembelian (Studi pada Elzata Hijab Garut). Prism 2021 Vol 18 No1 2021.
Kotler, Philip & Keller KL. Marketing Management, 15th Edition New Jersey. Marketing Management, 15th Edition New Jersey; 2016.
Chandra D, Cahyanti MM, Teknologi I, Malang A. Pengaruh Viral Marketing Dan Word Of Mouth ( Wom ) Terhadap Keputusan Pilihan Kampus Mahasiswa Manajemen Institut Teknologi Dan Bisnis Asia Malang Corresponding Author : Nama Penulis : David Chandra Dalam perkembangan era globalisasi saat ini , untuk memp 2021;2:68–77.
Natalia L. Pengaruh Viral Marketing dan Turbo Marketing Terhadap Keputusan Pembelian. J Inspirasi Bisnis Dan Manaj 2020;4:79. https://doi.org/10.33603/jibm.v4i1.3311.
Wiliana E. Pengaruh Influencer dan Sosial Media Instagram Terhadap. Pros Simp Nas Multidisiplin Univ Muhammadiyah Tangerang 2020;2:2020.