The Effect Of Viral Marketing And Electronic Word Of Mouth On Purchase Decisions Of Tiktok Shop Application Users

Authors

  • Maria Sonda Baco Universitas Kristen Indonesia Toraja
  • Mey Enggane Limbongan Universitas Kristen Indonesia Toraja

DOI:

https://doi.org/10.55606/iceb.v1i2.408

Keywords:

Viral Marketing, E-WOM, Purchasing Decisions

Abstract

The research problem is how much influence Viral marketing and electronic word of mouth have on purchasing decisions for users of the tiktok shop application. This study aims to determine the effect of viral marketing and electronic word of mouth on purchasing decisions among users of the Tiktok shop application for students of the Faculty of Economics, UKI Toraja, class of 2022. The type of data in this research is primary data obtained from a questionnaire of respondents, namely students of the UKI Faculty of Economics. Toraja class of 2022 and secondary data obtained from previous research and journals needed in this study. The method in this study is multiple linear analysis. The results of calculations with the T test obtained on the variable viral marketing t count 1.279 < t table 2.002, E-WOM t count 2.149 > t table 2.002 and from the results of the Fcount test 2.492 < 3.16 and the conclusion from the results of this study that viral marketing and electronic word of mouth does not have a significant and simultaneous influence on purchasing decisions on users of the tiktok shop application.

 

References

Irawan, A., & Misbach, I. (2020). Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening. Management and Business Review, 4(2). https://doi.org/10.21067/mbr.v4i2.5182

Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017a). Electronic Word of Mouth (eWOM) in the Marketing Context. Springer International Publishing. https://doi.org/10.1007/978-3-319-52459-7

Pambudi, A. (2018). Pengaruh kredibilitas perusahaan,dan kesadaran merek terhadap keputusan pembelian produk tepung terigu cakra kembar pada pt ism bogasari flour mills surabaya

Petrescu, M. (2014). Viral Marketing and Sosial Networks. Bussines Expert Press.

Putri, B. D. (2017). Manajemen pemasaran.fakultas peternakan universitas undayana

Ritonga, H. M., Fikri, M. E., siregar, N., Agustin, R. R., & Hidayat, R. (2018). Manajemen Pemasaran Konsep dan Strategi.

Saleh, M. Y., & Said, M. (2019). Konsep dan strategi pemasaran. Cv sah media.

Sari, N., Saputra, M., & Husein, J. (2017). Pengaruh electronic word of mouth terhadap keputusan pembelian pada toko online bukalapak.com. 03

Sitorus, O. F., & Utami, N. (2017). Strategi promosi pemasaran. Our beloved student.

Syuhada, & Widodo. (2019). Efektifitas viral marketing menggunakan electronic word of mouth terhadap keputusan pembelian pada shopee. e-Proceeding of Managemen.

Wardani, M. (2023). Pengaruh Social Media, Word Of Mouth (WOM) Dan lifestyle Terhadap Keputusan Pembelian pada Toko Online Yuika Shop. 12(1).

Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55

Downloads

Published

2022-12-31

How to Cite

Maria Sonda Baco, & Mey Enggane Limbongan. (2022). The Effect Of Viral Marketing And Electronic Word Of Mouth On Purchase Decisions Of Tiktok Shop Application Users. Proceeding of The International Conference on Economics and Business, 1(2), 956–964. https://doi.org/10.55606/iceb.v1i2.408

Similar Articles

<< < 1 2 3 4 > >> 

You may also start an advanced similarity search for this article.