pengaruh viral marketing, harga, dan kepercayaan konsumen terhadap keputusan pembelian produk melalui situs belanja online shopee (studi kasus pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Prawitasari, agnes
Subject
HB Economic Theory
Datestamp
2020-03-11 12:19:36
Abstract :
ABSTRACT This research was conducted with the aim to find out how strong the influence of Viral Marketing, Price, and Consumer Confidence on Product Purchasing Decisions Through Shopee Online Shopping Sites. As for the background of this research because in recent years, the phenomenon of the emergence of e-commerce sites in Indonesia has made people start switching to using e-commerce to meet their needs and desires, able to facilitate the public to make purchases of a product without having to visit commercial shops so it is more efficient in terms of cost and time. And also can be done anytime and anywhere because there are no restrictions to make every purchase transaction. The sampling technique used is the non-probability sampling method. The analytical method used in testing the hypothesis in this study is multiple linear regression. The results of this study indicate that viral marketing, price, and consumer confidence have a strong influence on product purchasing decisions through the online shopping site Shoppe. Keywords: Viral Marketing, Price, Consumer Confidence, Decisions Purchase, Shopee
ABSTRACT This research was conducted with the aim to find out how strong the influence of Viral Marketing, Price, and Consumer Confidence on Product Purchasing Decisions Through Shopee Online Shopping Sites. As for the background of this research because in recent years, the phenomenon of the emergence of e-commerce sites in Indonesia has made people start switching to using e-commerce to meet their needs and desires, able to facilitate the public to make purchases of a product without having to visit commercial shops so it is more efficient in terms of cost and time. And also can be done anytime and anywhere because there are no restrictions to make every purchase transaction. The sampling technique used is the non-probability sampling method. The analytical method used in testing the hypothesis in this study is multiple linear regression. The results of this study indicate that viral marketing, price, and consumer confidence have a strong influence on product purchasing decisions through the online shopping site Shoppe. Keywords: Viral Marketing, Price, Consumer Confidence, Decisions Purchase, Shopee
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