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All Journal DIKEMAS (Jurnal Pengabdian Kepada Masyarakat) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Literatus BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN) Jurnal Multidisiplin Madani (MUDIMA) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Epicheirisi : Jurnal Manajemen, Administrasi, Pemasaran dan Kesekretariatan
Aminudin Azis
Politeknik Negeri Madiun
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Journal : Literatus

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Pengaruh Viral Marketing terhadap Purchase Intention dan Keputusan Pembelian Aminudin Azis; Ina Syarifah
LITERATUS Vol 4 No 2 (2022): Jurnal Ilmiah Internasional Sosial dan Budaya
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/lit.v4i2.812

Abstract

Marketing a product and/or service requires a strategy to be able to competen. Viral marketing is one of the leading strategies in the current era of technological advancement. Viral Marketing Strategy is able to introduce products and/or services to everyone without being limited by distance. Social media can be used as a means of implementing a Viral Marketing strategy. The aim of this paper to find out the effect of viral marketing on purchase intention and buying decision, effect of purchase intention on buying decision. This research is an explanatoru research. The sample includes 200 respondens from the number of indicators multiplied by 5. This study was a quantitative approarch and daya were analyzed using Partial Least Square with software SmartPLS. The results showed a positif and significant effect of purchase intention and buying dicision and purchase dicision positif and significant effect of buying decision.
Co-Authors A'thi Wisudawati Agustinus Doedyk Setiyawan Agustinus Doedyk Setiyawan Bias Nur Elmira Eda Maaliah Elya Zahra Aida F Endhita Kumalasari eva mirza Eva Mirza Safitri Eva Mirza Syafitri Farida Tri Hastuti Hifzhan Frima Thousani Ita Permatasari Laksono Trisnantoro Muhammad Isa Nasution, Annio Indah Lestari Netty Lisdiantini Niza Nurmalasari Prasetyo Yekti Utomo Ridho Muarief Sekar Ayu Wulandari Sintaria Praptinasari subiyantoro Syarifah, Ina