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All Journal Jurnal Ekonomi CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Gemilang: Jurnal Manajemen dan Akuntansi International Journal of Economics and Management Research Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Journal of Management Research and Economics
PA. Andiena Nindya Putri
ITB Stikom Bali
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis

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The Influence Of Viral Marketing And Social Media Marketing On Instagram Adds Purchase Decisions Geofakta Razali; Masfiatun Nikmah; I Nyoman Tri Sutaguna; PA. Andiena Nindya Putri; Muhammad Yusuf
CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis Vol. 3 No. 2 (2023): Mei: Jurnal Manajemen dan Ekonomi Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/cemerlang.v3i2.1096

Abstract

The purpose of this study is to ascertain how viral marketing and social media advertising impact consumers' purchasing choices on the Instagram Adds platform. The study's sample is made up of Instagram Adds users. The 159 respondents who were sampled were employed in a purposive sampling procedure to get samples. Tests of validity and dependability were run on the research data. The hypothesis test in this study used multiple linear regression tests. According to the conclusions of the first hypothesis test, the test results show that (1) Viral marketing increases purchasing behaviour on the Instagram Adds platform. (2) The results of the testing of the second hypothesis show that social media marketing has an effect on consumers' decisions to make purchases through the Instagram Adds platform.
Co-Authors Agnes Soukotta Ahmad Sani Al Halik Ariawan Ariawan Arief Yanto Rukmana Aris Munandar Arlina Pratiwi Purba Asri Kunda Cakranegara, Pandu Adi Christari Lois Palit Clara NM. Rotinsulu Ema Yudiani Etty Sri Hertini Frans Sudirjo Geofakta Razali Hardi Fardiansyah I Nyoman Tri Sutaguna Jacomina Vonny Litamahuputty Masfiatun Nikmah Muhammad Yusuf Mutiara Shifa Rina Sovianti Samuel PD Anantadjaya Siti Fatimah Slamet Maryoso Zamratul Aini